Quality Antecedents of Brand Trust and Behavioral Intention

This paper integrates research relating to service quality perception, merchandise quality perception, brand trust and behavioral intention into one framework. This study sets forth new insights into the quality antecedents of brand trust and behavioral intention relationship. The researchers administer a survey to 94 graduate and undergraduate students in consideration of the restaurant where they had visited lastly. Data analysis was performed using structural equation modeling with AMOS. This study provides data on the following: (1) the effect of service quality perception and merchandise quality perception on brand trust, (2) the effect of service quality perception and merchandise quality perception on behavioral intention and (3) the effect of brand trust on behavioral intention. Managerial implications and future research directions are also discussed.