The antecedents of customer loyalty have been a subject of interest to marketers and researchers alike. Few studies have investigated the moderating influence of brand image on customer satisfaction and loyalty. A framework was developed and tested to link casino service quality with satisfaction (affective and cognitive satisfaction) and loyalty (revisit intention and willingness to recommend). The influence of brand image as a moderator was also proposed. Quantitative surveys with 240 mainland Chinese tourists, who were the major source of tourists in Macau, were conducted. All the proposed hypotheses were supported. This study contribute knowledge on customers’ satisfaction and loyalty to casinos by explaining the interrelationships between casino brand image, casino service, customer satisfaction and loyalty. The research demonstrates that satisfied customers are more inclined to revisit and recommend the casino. These relations are stronger for customers who scored higher in image than those who scored lower. The study provides promotional marketing strategies for the casino industry and theoretical suggestions for future study.

This study builds upon the scant brand personality (BP) literature in services and highlights its applicability to services marketing, which is critical given increasing interest in building favourable service brands. This study examines the impact of Geuens, Weijters and De Wulf’s, (2009) BP measure, an arguably theoretically superior measure of BP to Aaker’s (1997), into an accepted nomological net by Chaudhuri and Holbrook (2001), and tests the extent to which BP dimensions determine behavioural outcomes in services (Geuens et al., 2009).

As Korean food service franchise companies sought to advance into around 2,000 new foreign markets, the importance of global management was emphasized. They intensively expanded into Chinese and American markets in 2015 and these two markets account for approximately 40% of total food service franchise companies in foreign countries. Although Japan has huge franchise market, Korean food service franchise companies in Japan only account for 5% of total franchise companies in Asian countries. The purpose of this study is to analyze the relationship between food service franchise selection factors, brand loyalty, and revisit intention of Japanese consumers using Korean food service franchise companies in Japanese food service market, and based on the analysis results, draw the implications for the expansion of Korean food service franchise companies into the Japanese market. Food service franchise selection factors is defined as service and cleanliness, taste, safety and reliability, cost and convenience, and professionalism. The study results can be summarized as follows. First, analysis was performed to identify the effects of food service franchise selection factors on the brand loyalty, it showed that five food service franchise selection factors including professionalism, service and cleanliness, cost and convenience had positive (+) effects on the brand loyalty. One of the most important factors influencing the brand loyalty is professionalism. In order to raise food service franchise’s professionalism, it is necessary for the food service franchise companies to establish stronger strategies containing professional operation systems and services compared to general restaurants. Second, analysis was performed to identify the effects of food service franchise selection factors on revisit intention, five food service franchise selection factors, service and cleanliness, safety and reliability, and cost and convenience had positive (+) effects on revisit intention. One of the most important factors influencing revisit intention is safety and reliability. Thus, in order to raise safety and reliability it is important to form trust with consumers by properly utilizing systems of food hygiene and food safety accreditation.