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

Abstract

The state of Jammu and Kashmir is an immensely beautiful destination offering a variety of attractions worth experienced. Though known for pilgrimage tourism, Jammu region of the state is vested with the potential of tourism of many types. The various little known and unexplored places of the region provide a large scope to at least domestic tourism to mushroom up, while the local tourism is supplemented by small places of excursion. The region has a number of tourist spots which fall enroute to the famous attractions and serve as picnic and excursion spots to the locals. The undertaken study is a research work done in case of one such tourist place, Kol Kandoli. Enroute Jammu to Katra (Shri Mata Vaishno Devi), this tourist spot of town Nagrota , which is famous for Kol Kandoli Temple was visited by locals as well as domestic tourists who used to go to Mata Viashno Devi pIlgrimage. The temple holds the mythological significance of first hault for Mat Vaishno Devi Pilgrimage. But recently, the direct train to Katra (base camp of Mata Vaishno Devi Pilgrimage) excludes Jammu and thus Kol Kandoli from the way. Before the direct train operated, Jammu city was the nearest railway station to Katra and the pilgrims from across the county used to land in Jammu, the go by road to Katra and also took halt at Kolkandoli, Nagrota. There spending at the locals shops in Nagrota supported the economy of the town, This empirical study tends to explore the perception of the local residents of Nagrota about the impact of direct train to Katra. Techniques including Mean, Standard Deviation, t- test and ANOVA have been used to analyse the results of the study.

Keywords: Service Qualities Antecedents, Customer Attitudes, Brand Preference, Brand Standard Mechanism, Restaurant Brand

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