The Relationship Among Service Quality, Customer Satisfaction, and Customer Loyalty: A Case Study of Daddy Huang Restaurant

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Project Title: The Relationship Among Service Quality, Customer Satisfaction, and Customer Loyalty: A Case Study of Daddy Huang Restaurant
Author: Miss Liu Na
Advisor: Dr. Zhang Li
Degree: Master of Business Administration
Major: International Business Management
Faculty: Graduate Schools
Academic year: 2021
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Conference
Conference Proceedings
National and International Academic Conference “Innovation and Management for Sustainability” 9-10 July 2020

Citation

Liu, Na. (2021). The relationship among service quality, customer satisfaction, and customer loyalty: A case study of Daddy Huang Restaurant. (Master Independent Study). Bangkok: Siam University.


Abstract

Studies have indicated that 50% of people eat food away from home (FAFH) at least once a day. Boxed meals are the most common choice of food; however, the operators within the boxed meal industry are numerous, and competition is intense.  The key to industry success would need to focus on shaping their characteristics to differentiate themselves from their competitors and strengthen their service quality to obtain consumer acceptance. This competitiveness became an important issue faced by many operators, so this study aimed to explore the relationship between customer loyalty, customer satisfaction, and service quality. The research method adopted the questionnaire survey method to conduct surveys. The study conducted a convenient sampling manner. A sample of 160 questionnaires were obtained from the customers of Daddy Huang restaurant. The statistical analysis performed was with SPSS statistical software.

The study results showed that empathy, assurance, and the tangibles of service quality directly impacted customer satisfaction; customer satisfaction had a direct positive impact on customer loyalty; and responsiveness, assurance, and tangibles of service quality had a direct positive impact on customer loyalty. Based on the research results, there were some measures to improve consumer satisfaction and increase customer loyalty, such as actively caring for customers, regular employee training, changing the dining-room style.

Keywords: fast-food industry, customer loyalty, customer satisfaction, service quality


The Relationship Among Service Quality, Customer Satisfaction, and Customer Loyalty- A Case Study of Daddy Huang Restaurant

Master of Business Administration (International Program), Siam University, Bangkok, Thailand

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