Abstract
This study investigates the relationship of service quality, food quality and image on customer loyalty at a hotel restaurant in Terengganu, Malaysia. A cross-sectional, quantitative approach consists of questionnaire was employed. Measures of service quality, food quality, image and customer loyalty were administered using convenience sample. A total of 231 usable data was analyzed using multiple regression. Food quality, service quality and image had significant contribution on customer loyalty (p < .001). It revealed that service quality made the largest unique contribution (?=.426), followed by image (?=.251) and food quality (?=.234). Improving food quality, service quality and image are not only enhancing customer loyalty, but helps to improve the restaurant’s reputation and enhance sustainability.
Highlights
Background of the Study Changes in lifestyle have influenced the increasing number of dining out activities. Shamsudin and Selamat (2005) claimed that the rising of income and educational level, apparently, have impact on the lifestyle
Examples of food quality and service quality items are, “Food served at XXX restaurant is visually appealing” and “Waiter displays a thorough knowledge about the menu”
ANALYSIS AND RESULTS Demographic Profiling The samples of this study 231 customers that were dined at the particular hotel restaurant
Summary
Background of the Study Changes in lifestyle have influenced the increasing number of dining out activities. Shamsudin and Selamat (2005) claimed that the rising of income and educational level, apparently, have impact on the lifestyle. Background of the Study Changes in lifestyle have influenced the increasing number of dining out activities. Shamsudin and Selamat (2005) claimed that the rising of income and educational level, apparently, have impact on the lifestyle. Restaurants are one of the places to dine out in order to accommodate people’s social and business activities (Wijaya, Widjaya & Hariyanto, 2016). In Malaysia, the culture of dining out has boosted the development of restaurant industry (Salleh, Hashima & Murphy, 2015). There is growing number of Malaysia’s restaurants as the demand increases (Moorthy, Chee, Yi, Ying, Woen, & Wei, 2017). Looking at the growing patterns, fierce competition waits. Ensuring its survival in the competitive market becomes crucial
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