THE RELATIONSHIP BETWEEN SERVICE QUALITY, CUSTOMER SATISFACTION AND CUSTOMER LOYALTY IN SELECTED RESTAURANTS IN DAVAO CITY

Abstract

To sustain a business, one must assess the service quality that it provides to the customers and investigate its impact on both customer satisfaction and customer loyalty.To examine the relationship among these variables, a descriptive correlational design was used.There are 400 respondents who participated in this study.The results showed that the level of service quality experienced by customers is high the level of customer satisfaction experienced by the customers is high the level of customer loyalty manifested is also high. Furthermore, the relationship between service quality and customer loyalty is significant. The relationship between service quality and customer satisfaction is significant and the relationship between customer satisfaction and customer loyalty is also significant. The study also found out that customer satisfaction acting as a mediator on the relationship between service quality and customer loyalty in selected restaurants in Davao City is significant and resulted in a partial mediation.