The Influence of Service Quality on Restaurants' Customer Loyalty

Abstract

This study investigates the customers' expectation and perceptions of service quality delivered by restaurants in Shiraz and its effect on customers' satisfaction and loyalty. By clustering sampling method, 450 customers of the restaurants located in all nine districts of Shiraz were selected and the data was collected from the respondents by means of a questionnaire. From the results it was found that customers' expectation yielded a significant effect on the customer's perceived quality and loyalty. Although, the effect of customers' expectation on the customers' satisfaction was not statistically supported. Moreover, it was discerned that the customers' perceived quality toward the service had a significant effect on the customers' satisfaction and customers' loyalty. Finally, the result demonstrated the existence of a significant influence imposed by the customers' satisfaction on the customers' loyalty.

Food tourism value: Investigating the factors that influence tourists to revisit

“…Perceived value is known as one of the most powerful forces in today’s marketplace (Keshavarz and Jamshidi, 2018; Keshavarz et al, 2016; Patterson and Spreng, 1997); it serves as an underlying source of competitive advantage in the market (Woodruff, 1997), defining value as customers’ overall evaluation of a market offering based on their perceptions of what they give and what they receive (Floh et al, 2014; Zeithaml, 1988). Schwartz and Bilsky (1987) argue that values are beliefs or concepts about behaviors or desirable ends, transcend specific situations, and are ordered by relative importance (Gonçalves et al, 2016).…”

Understanding customer loyalty in the coffee shop industry (A survey in Jakarta, Indonesia)

“…Sulibhavi and Shivashankar (2017) state that to stay competitive among the stores, loyal customers are needed since they tend to do repeat purchase that can generate continuous sales, therefore they are considered as good assets for the sustainability of the stores (Jin et al , 2016). In addition, to win the competition by getting loyal customers, a store manager needs to improve either the premium experience or the service since good service quality may affect customer satisfaction and customer loyalty toward the store (Keshavarz et al , 2016; Pratminingsih et al , 2018), as well as the influence of store atmosphere on customer satisfaction (Miswanto and Angelia, 2017; Lee et al , 2018). Price fairness also tends to become customer's consideration since the prices of product or service can affect satisfaction among customer (Githiri, 2018; Hanaysha, 2016).…”

“…Loyalty model in the coffee shop industry has been studied through various factors such as satisfaction (Githiri, 2018; Keshavarz et al , 2016; Saulina and Syah, 2018), service quality (Abdullah et al , 2018; Miswanto and Angelia, 2017; Keshavarz et al , 2016; Lee et al , 2018; Mensah and Mensah, 2018; Saulina and Syah, 2018), store atmosphere (Miswanto and Angelia, 2017; Lee et al , 2018) and price fairness (Abdullah et al , 2018; Jin et al , 2016; Githiri, 2018; Hanaysha, 2016).…”

Dining satisfaction with quick service restaurants among college students

“…Almost all (98.58%) repeat customers were likely to return to the given restaurant, suggesting the importance of satisfying firsttime patrons to turn them into repeat diners. Keshavarz, Jamshidi, and Bakhtazma (2016) examined relationships between customer expectations about service quality, perceived service quality, customer satisfaction and customer loyalty in restaurants, using 450 respondents. Results revealed that customer expectations affected their perceived service quality and loyalty.…”

“…A questionnaire was developed as a means to collect data through a three-step process. First, the contents were based on previous studies (i.e., Keshavarz et al, 2016;Mason et al, 2016;Qin & Prybutok, 2008;2009) mentioned in the review of literature. Second, students and professors in the hospitality management field were asked to review the content of the questionnaire and it was revised accordingly.…”