Factors that determine the corporate image of South African fast food restaurants
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Date
Authors
Van Heerden, Neels, 1957-
Van Heerden, Cornelius Hendrik, 1957-
Schreuder, A.N.
Gouverneur, M.
Journal Title
Journal ISSN
Volume Title
Publisher
Faculty of Economic and Management Sciences, University of Pretoria
Abstract
Current operating practices of small businesses indicate that more time is devoted to the cosmetic side of corporate identity than managing service delivery. The main argument pursued in this paper is based on the view that both visual and behavioural corporate identity cues create impressions in the minds of corporate publics to form an overall corporate image. A set of bipolar adjectives was therefore used to test various visual, behavioural and core product elements of restaurant corporate image. A key finding was made that the joint customer service and employee dimension, was rated as the most important factor in the choice of fast food restaurants, which confirms that corporate image is created by visual and behavioural identity.
Description
Keywords
Visual corporate identity cues, Operating practices, Employee dimensions, Behavioural corporate identity cues
Sustainable Development Goals
Citation
Van Heerden, CH, Schreuder, AN & Gouverneur, M 2000, 'Factors that determine the corporate image of South African fast food restaurants', South African Journal of Economic and Management Sciences, vol. 3, no. 1, pp. 125-142. [http://www.journals.co.za/ej/ejour_ecoman.html]