Impact of Service Quality and Customer Satisfaction on Behavioral Intentions in Bakery Cafe: Testing the moderating role of alternative attractiveness and the Mediating Role of Brand Image

The aim of this study was to find out the impact of automated service quality on brand loyalty with the mediating role of customer satisfaction and moderating role of customer knowledge. Data was collected through 150 questionnaires completed by randomly selected customers. Descriptive statistics, exploratory factor analysis, and multiple regressions were used to test the direct impact of automated services quality on brand loyalty, and moderating role of customer knowledge. The findings suggest that the automated service quality and customer knowledge have a significant and positive effect on customer satisfaction. The results show automated service quality and customer satisfaction to be significantly associated with brand loyalty.

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MEDIATING ROLE OF CUSTOMER SATISFACTION AND ITS IMPACT TOWARDS BRAND IMAGE OF FRIED CHICKEN RESTAURANT

Journal of Management and Business ◽

10.24123/jmb.v9i2.161 ◽

2010 ◽

Vol 9 (2) ◽

Author(s):

Idris Gautama So ◽

Eric Putra ◽

Ishak Ismail

Keyword(s):

Customer Satisfaction ◽

Service Quality ◽

Product Quality ◽

Significant Contribution ◽

Brand Image ◽

Pearson Correlation ◽

Strong Relationship ◽

Mediating Role ◽

Correlation And Path Analysis

Customer satisfaction is a very important issue in industries including food industry. This research is aimed to analyze the mediating role of customer satisfaction in order to have loyal returning customers. Objectives of this research is to analyze the influence of service quality and product quality to customer satisfaction and its impacts towards retaurant’s brand image. Pearson correlation and Path Analysis are used in this research. Samples of this research are visiting customers of ”KD” Fried Chicken restaurant. Data is collected using questionnaires filled by the visiting customers with choosing the answer in likert scale. The result of this research shows product quality has a strong relationship and significant contribution in influencing customer satisfaction and brand image. Customer satisfaction also has a strong relationship and contributed to brand image, while service quality has no contribution to both customer satisfaction and brand image of Fried Chicken restaurant, thus this research suggest the improvement of service quality towards the existing customers to achive customers satisfaction and brand image, and give some other beneficial inputs to the restaurant which may be resulted in customer satisfaction and better brand image in the future.

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Using online travel agent platforms to determine factors influencing hotel guest satisfaction

Journal of Hospitality and Tourism Technology ◽

10.1108/jhtt-07-2019-0099 ◽

2020 ◽

Vol 11 (3) ◽

pp. 425-445

Author(s):

Elise Wong ◽

S. Mostafa Rasoolimanesh ◽

Saeed Pahlevan Sharif

Keyword(s):

Customer Satisfaction ◽

Service Quality ◽

Perceived Value ◽

Content Type ◽

Mediating Role ◽

Guest Satisfaction ◽

Online Travel ◽

The Relationship ◽

Moderating Role

Purpose This study aims to investigate the relationships between service quality, perceived value and hotel guest satisfaction, drawing upon data from TripAdvisor – an online travel agent (OTA) platform. The study also investigates the mediating role of perceived value on the relationship between service quality and satisfaction, as well as the moderating role of hotel star ratings on all direct and indirect relationships. Design/methodology/approach Data for this study were collected via Web scraping from August–October 2018. Data were collected from 192 three- to five star-rated hotels in Kuala Lumpur, Malaysia. Partial least squares – structural equation modeling was used for data analysis. Furthermore, importance-performance map analysis (IPMA) was performed to identify the most important items of service quality and perceived value in improving customer satisfaction. Findings The findings of this study provide support for all direct and indirect relationships for three-star and four- and five-star hotels. Moreover, the results indicate that perceived value mediates the relationship between service quality and customer satisfaction. These results support the moderating role of hotel star ratings for the relationship between service quality and perceived value. The results also show that after perceived value, three-star hotels looking to improve customer satisfaction should prioritize improving the quality of their services, sleep quality, cleanliness and rooms. Four- and five-star hotels, on the other hand, should prioritize service, cleanliness, room and sleep quality. Originality/value OTA platforms collect a wealth of data pertaining to large number of hotels; nevertheless, few studies to date have drawn on this data to examine a pre-determined conceptual framework developed based on the literature. As such, this study makes a valuable methodological contribution to the tourism and hospitality literature. In terms of theoretical contributions, this study examines the mediating role of perceived value between service quality and satisfaction using OTA data. In addition, this study assesses the moderating role of hotel star ratings for the direct and indirect effects of service quality on satisfaction. Using IPMA, this study compares the importance and performance of service quality indicators to generate satisfaction between three-star and four- and five-star hotels.

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