Service Quality, Customer Satisfaction and Customer Loyalty: Testing a Structural Equation Model

Saneva, Dusica and Chortoseva, Sonja (2022) Service Quality, Customer Satisfaction and Customer Loyalty: Testing a Structural Equation Model. Quality-Access to Success, 21 (179). pp. 124-128.

Text QAS_Vol.21_No.179_Dec.2020_p.124-128-1.pdf - Published Version Download (192kB)

Abstract

The aim of this research is to examine the relationship between service quality, customer satisfaction and customer
loyalty in fast-food restaurants. An original model has been created with the use of structural equation model for the
dependency of service quality, satisfaction and loyalty. The analysis covered 148 completely answered
questionnaires. The service quality is measured through the perception of customer service with 29 attributes
allocated among six dimensions, the customer satisfaction with three attributes and the customer loyalty with two
attributes. The validity of the questionnaire has been confirmed with the value of Cronbach alfa coefficient greater
than 0.8. Furthermore, the research showed significant influence of service quality over the satisfaction and loyalty,
as well as significant influence of customer satisfaction over the customer loyalty of fast-food restaurants. Therefore,
this set model can be applied to follow changes in the level of service quality, satisfaction and loyalty of customers in
time, and performance comparison of different fast-food restaurants in order to increase the standards of operation,
customer service satisfaction and competition among the restaurants.
Keywords: service quality; satisfaction; loyalty; CEM; fast-food restaurants.

Item Type:	Article
Subjects:	Social Sciences > Economics and business Engineering and Technology > Other engineering and technologies
Divisions:	Faculty of Tourism and Business Logistics
Depositing User:	Dusica Saneva
Date Deposited:	17 May 2024 11:30
Last Modified:	17 May 2024 11:30
URI:	https://eprints.ugd.edu.mk/id/eprint/34037

Actions (login required)

View Item