This research work focuses on full service restaurants, to understand the role and influence of service quality
on behavioral intentions i.e. loyalty and repurchase intentions of customers, Meanwhile, examining customers'
satisfaction and customers' trust role in this relationship as well. Increasing number of restaurants is a basic
reason of immense competition in this industry, so importance of keeping customers loyal and having their
favorable intentions cannot be denied. As it is always costly to acquire new customers than keeping the existing
ones loyal that are willing to make repurchases.
Study was conducted on restaurants in city of Faisalabad and the target population was individual customers
of restaurants. By using well structured, self-administrated questionnaire primary data was collected from 250
individual customers of different restaurants in Faisalabad. For data analysis SPSS 16 version was used.
Different tests or tools that were used for analysis include Descriptive statistics, One-way ANOVA, Correlation
Analysis, Multiple Regression Analysis and Cronbach's Alpha.
Findings of the study indicate that service quality is an important predictor of behavioral intentions, having
direct statistically significant relationship with customers' loyalty and customers' repurchase intentions.
Customer satisfaction and customer trust are failed to prove as mediators in relation of service quality and
behavioral intentions for restaurants but yet indirect influence of service quality through customer satisfaction
and customer trust is stronger.
This study has made contributions in better understanding of service quality influences. And thus will help
restaurants' management in taking profitable decisions, by making, quality improvement efforts financially
accountable.
Chapters
| Title |
Author |
Supervisor |
Degree |
Institute |
| Title |
Author |
Supervisor |
Degree |
Institute |
| Title |
Author |
Supervisor |
Degree |
Institute |
| Title |
Author |
Supervisor |
Degree |
Institute |
Similar News
| Headline |
Date |
News Paper |
Country |
| Headline |
Date |
News Paper |
Country |
Similar Articles
| Article Title |
Authors |
Journal |
Vol Info |
Language |
| Article Title |
Authors |
Journal |
Vol Info |
Language |
Similar Article Headings
| Heading |
Article Title |
Authors |
Journal |
Vol Info |
| Heading |
Article Title |
Authors |
Journal |
Vol Info |