TITLE

THE INFLUENCE OF SERVICE QUALITY DIMENSIONS ON CUSTOMER SATISFACTION AND CUSTOMER LOYALTY IN THE CHAIN RESTAURANT CONTEXT: A THAI CASE

AUTHOR(S)
Polyorat, Kawpong; Sophonsiri, Suvenus
PUB. DATE
September 2010
SOURCE
Journal of Global Business & Technology;Fall2010, Vol. 6 Issue 2, p64
SOURCE TYPE
Academic Journal
DOC. TYPE
Case Study
ABSTRACT
This study examines how each dimension of service quality may exhibit different impacts on customer satisfaction and customer loyalty in the chain restaurant context. A survey research with judgmental sampling was conducted with 395 Thai undergraduate students. The results reveal that the service quality dimensions of tangibles and empathy have significant influences on customer satisfaction and customer loyalty while the other three dimensions (reliabilities, responsiveness and assurance) do not. In addition, customer satisfaction appears to mediate the influence of service quality dimensions on customer loyalty. Research implications and future research directions conclude the study report.
ACCESSION #
59868182

 

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