Impact of Service Qualities as Antecedents on Customer Attitudes Towards Brand Preference:Brand Analysis of Pizza Telefono Restaurant

This study aimed to determine the relationship of service qualities and customer attitudes towards brand preference of Pizza Telefono Restaurant. Participants of the study were composed of 121 customers in the two branches of the restaurant (Makati & Bicutan). Upon retrieval, questionnaires were checked for completeness of responses and only 112 or 92% has a valid response. This research study is anchored in the conceptual framework of Hwang (2011) Service Qualities, Customer Attitudes and Brand Preference Model. Simple random sampling was used in the study. Data were gathered through the use of a questionnaire which is adopted in the study of Hwang (2011) and were statistically treated using percentage, mean and standard deviation. For inferential statistics, the Pearson r was used to compute the correlation coefficient of the results. The study uses six criteria composed of the service qualities namely physical environment quality, interactional quality and outcome quality, customer attitudes namely utilitarian and hedonic customer attitudes towards restaurant brands and brand preference criteria. Furthermore, the results of the study revealed that interactional quality, utilitarian and hedonic attitudes has a significant relationship towards brand preference and physical environment and outcome quality has no significant relationship towards brand preference. The customers look for value and the whole experience, rather than just considered the physical environment and outcome quality. The way in handle the customers along every step of their dining experience has an impact on customer’s brand preference. The result of the study serves as a basis to develop a brand standard mechanism for restaurant brand specifically for Pizza Telefono Restaurant.