Abstract
Applying the third-order factor model made by Brady and Cronin, this study assessed several factors related to service quality and examined the relationships among service quality, relationship quality, and loyalty to a dessert cafe focused on the ‘S’ dessert cafe. To validate this research, 300 survey questionnaires were collected and a final total of 250 respondents were employed for statistical analysis. Statistical analysis used SPSS 23.0 and AMOS 20.0 for Windows. According to the results of this study, several factors of service quality have positive effects on relationship quality and customer loyalty who had visited ‘S’ dessert cafe. In addition, several factors of relationship quality also had significant effects on customer loyalty. There have been many studies that showed relationships among service quality, and loyalty in various stages of the food-service industry such as in restaurants and coffee shops. However, little research explained the relationships among various factors of service quality, relationship quality, and loyalty of dessert cafe. Therefore, our study will provide significant results and some implications in both academia and the food-service industry especially for dessert cafes.
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