Chung-Tai Wu
Department of Tourism and Hospitality Management, Lee-Ming Institute of Technology, New Taipei City, Taiwan
Yao-Hsu Tsai
Department of Hospitality Management, Chung Hua University, Hsinchu, Taiwan
Jing-Yuan Peng
Department of Hospitality Management, Chung Hua University, Hsinchu, Taiwan
ABSTRACT
Many factors contribute to consumers cognition toward Pizza Hut, as well as purchase intention. Factors include brand, quality, price, satisfaction level, advertisement, promotion and personal experience. Personal experience and satisfaction level are critical to repurchase. A positive correlation is found between cognitive value and purchase intention. The higher of cognitive value on a product, the probability of purchasing gets higher. In a leading market of competition, additional values can be created from distinctive resource, technology and creative service.
PDF References Citation
Received: June 11, 2013;
Accepted: October 09, 2013;
Published: November 12, 2013
How to cite this article
Chung-Tai Wu, Yao-Hsu Tsai and Jing-Yuan Peng, 2013. Consumers Cognition and Satisfaction Level Toward Pizza Hut. Journal of Applied Sciences, 13: 4754-4758.
DOI: 10.3923/jas.2013.4754.4758
URL: https://scialert.net/abstract/?doi=jas.2013.4754.4758
DOI: 10.3923/jas.2013.4754.4758
URL: https://scialert.net/abstract/?doi=jas.2013.4754.4758
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