Influences of Service Quality on Customer Satisfaction and Customer Loyalty in Restaurant Industry in Malaysia

Influences of Service Quality on Customer Satisfaction and Customer Loyalty in Restaurant Industry in Malaysia.

Name: Ho Choon Min
Student ID: 012010030285
Research Project Proposal
Supervisor: Dr. Arun Kumar Tarofder

TABLE OF CONTENTS

1.0 Introduction.......................................................................................................1-2
2.0 Background of Research..................................................................................2-3
3.0 Problem Statement.............................................................................................3
4.0 Research Objective.............................................................................................3
5.0 Justification of Research.....................................................................................4
6.0 Literature Review
6.1 Theory
6.1.1 Restaurant Industry……………………………………………...4-5
6.1.2 Service Quality……………………………………………………6-7
6.1.3 Customer Satisfaction……………………………………………8
6.1.4 Customer Loyalty………………………………………………...8-9
6.2 Empirical
6.2.1 Relationship between five generic dimensions of SERVQUAL and service quality……………………………..10
6.2.2 Relationship between service quality and customer satisfaction…………………………………………….10
6.2.3 Relationship between service quality and customer loyalty………………………………………………..10-11
6.2.4 Relationship between customer satisfaction and customer loyalty……………………………………………..11
6.2.5 Relationship between service quality, customer satisfaction, and customer loyalty………………………………11
6.3 Conceptual Model...................................................................................12
6.3.1 Hypotheses…………………………………………………………12
7.0 Methodology
7.1 Research Design.....................................................................................13
7.2 Sampling.............................................................................................13-14

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