Title: The Effect of Service Quality on Customer Loyalty in the Fast-Food Industry: A Perspective of University Students in Chengdu City, Sichuan Province, China
Author: Zhang Yuqi
Advisor: Assoc. Prof. Dr. Qiu Chao
Degree: Master of Business Administration
Major: International Business Management
Faculty: บัณฑิตวิทยาลัย (Graduate School)
Academic year: 2567 (2024)
Published: The 8th STIU International Conference “TechVision Leadership: Fostering Social Sustainability” July 4-5 2024 (pp.338-353) Proceedings PDF
Abstract
The objectives of the study were as follows: 1) to explore the level of service quality and customer loyalty in the fast food industry from the perspective of university students in Chengdu, Sichuan Province; and 2) to invesigate the impact of service quality on customer loyalty in the fast food industry from the perspective of university students in Chengdu, Sichuan Province. The study adopted a quantitative research methodology and collected data from 400 western fast food customers, including university students patronizing western fast food in Chengdu. Data analysis included descriptive statistical analyses including frequency, percentage, mean, and standard deviation, as well as reliability and validity analyses, correlation analysis, and linear regression analysis.
The results of the study showed that 1) The dimension with the highest score in the level of service quality was convenience of opening hours, which indicates a high level of satisfaction. The tangibility, reliability and assurance dimensions consistently scored high, while responsiveness and empathy showed some variability. In terms of customer loyalty, preference for promotional activities was the highest scoring dimension, indicating a preference for stickiness; 2) The study also found that tangibles, assurance and empathy had a positive impact on customer loyalty in the western fast food industry in Chengdu, Sichuan Province, China. However, reliability and responsiveness did not show significant effects. Although students showed trust in fast food quality, word-of-mouth promotion could be improved to increase loyalty. Despite promotional offers, students tend to stay loyal to their favorite fast food brands for a long time. The fast food industry has a high degree of stability and continuity in the university student market. However, this result may have been influenced by factors such as changes in students’ life stages and adjustments in their eating habits, which led to changes in their attention and support for fast food.
Keywords: service quality，customer loyalty，fast food
The Effect of Service Quality on Customer Loyalty in the Fast-Food Industry: A Perspective of University Students in Chengdu City, Sichuan Province, China /
6617195038 Zhang Yuqi 2567 (2024) The Effect of Service Quality on Customer Loyalty in the Fast-Food Industry: A Perspective of University Students in Chengdu City, Sichuan Province, China สารนิพนธ์ (Independent Study), Advisor: Assoc. Prof. Dr. Qiu Chao, ปริญญาโท (Master’s Degree), บัณฑิตวิทยาลัย (Graduate School), Master of Business Administration, International Business Management, Bangkok: Siam University