Service Quality, Food Quality, Image and Customer loyalty: An Empirical Study at a Hotel Restaurant

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 (β=.426), followed by image (β=.251) and food quality (β=.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. Keywords: Customer Loyalty, Service Quality, Food Quality, Image, Hotel Restaurant