The Influence of Service Quality, Price, and Environment on Customer Loyalty in the Restaurant's Industry: The Mediating Role of Customer Satisfaction

  • Danish Ali School of Tourism Management, Zhengzhou University, Henan 45000, China
  • Mohammad Alam Department of Tourism and Hospitality, Hazara University Mansehra, Pakistan
  • Hazrat Bilal Assistant Professor, Center for Management and Commerce, University of Swat, Pakistan
Keywords: service quality, Price, restaurant environment, Customer Satisfaction, Customer loyalty

Abstract

The purpose of this research is to examine the influence of service quality (SQ), Price (P) and Restaurant Environment (RE) on customer loyalty (LOY), via the mediating role of customer satisfaction (SAT) in the context of the restaurant industry in the capital city of Pakistan (Islamabad). Five hundred questionnaires were distributed at various restaurants in a different location at Islamabad, and 385 were returned. Multiple Regression Analysis was used to test hypothesis relationships. The outcome of this research shows that SQ, Pand RE have a positive association with the SAT. In contrast, customer satisfaction also leads to customer loyalty. Moreover, customer satisfaction significantly mediates the association among SQ, P, RE, and customer loyalty. The restaurant operators need to consider that good quality of service, fairness in price, pleasant and attractive restaurant the environment can increase customer satisfaction, which often contributes to customer loyalty.

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Published
2021-03-31
How to Cite
Danish Ali, Mohammad Alam, & Hazrat Bilal. (2021). The Influence of Service Quality, Price, and Environment on Customer Loyalty in the Restaurant’s Industry: The Mediating Role of Customer Satisfaction. Journal of Accounting and Finance in Emerging Economies, 7(1), 143-154. https://doi.org/10.26710/jafee.v7i1.1587