Customer loyalty to newly opened cafés and restaurants in Malaysia. Issue 5 (20th October 2017)

• Record Type: Journal Article
• Authors: Moorthy, Krishna; En Chee, Lim; Chuan Yi, Ooi; Soo Ying, Ooi; Yee Woen, Ooi; Mun Wei, Tan
• Is Part Of: Journal of foodservice business research. Volume 20:Issue 5(2017)
• Page Start: 525
• Page End: 541
• Publication Date: 2017-10-20
• Subjects: Cafés and restaurants -- customer loyalty -- Malaysia -- Penang -- price fairness -- service quality -- SERVQUAL model; Food service -- Marketing -- Periodicals; Restaurants -- Marketing -- Periodicals; Restaurant management -- Periodicals; Food service management -- Periodicals; 381.456479505
• DOI: 10.1080/15378020.2016.1222743
• Languages: English
• ISSNs: 1537-8020

Abstract

ABSTRACT: An extended review of the literature indicates that there is an insufficient number of past studies which test the SERVQUAL model (tangibles, reliability, responsiveness, assurance, empathy) in the food and beverage industry. Therefore, this research attempts to provide new insight into the impact of service quality on customer loyalty in the food and beverage industry. The purpose of the research is to determine the impact of service quality and price fairness on customer loyalty in the food and beverage industry in Penang, Malaysia. This article surveyed the customers of newly opened cafés and restaurants in Penang, Malaysia, by using a structured questionnaire. The research revealed that service quality (tangibles, reliability, assurance, and empathy) and price fairness have a positive relationship with customer loyalty. However, responsiveness had no relationship with customer loyalty. This article includes an additional independent variable, price fairness, to investigate customer loyalty.