A Customer Value Approach to Increase Customer Satisfaction and Loyalty at Fast-Casual Dining Restaurant: The Mediating Role of Trust

Q2 Social Sciences

African Journal of Hospitality, Tourism and Leisure Pub Date : 2022-02-28 DOI:10.46222/ajhtl.770720.213

Bonifasius M. H. Nainggolan, Soerjanto, Etty Nurwati, Neni Triana

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引用次数: 1

Abstract

This study investigates the role of trust mediating the relationship between customer satisfaction and loyalty to expand the customer value-satisfaction-loyalty chain to become a customer value-satisfaction-trust-loyalty chain at fast-casual dining restaurants. This research hypothesis test uses the SEM method with LISREL 8.8. The questionnaire was distributed to customers using a convenience sample technique with a final sample size of 250 respondents. Questionnaires distributed to respondents were adapted from the results of previous studies. The results showed that customer value significantly affected customer satisfaction. Satisfaction significantly affects trust. Satisfaction significantly affects customer loyalty both directly and indirectly, and trust substantially increases customer loyalty. The study also showed that trust has a greater influence on customer loyalty than satisfaction. Thus, trust mediates the relationship between customer satisfaction and loyalty. The indirect effect of customer value on loyalty consists of two lines: customer value – satisfaction – loyalty and customer value – satisfaction – trust – loyalty. This research adds an understanding of the customer value-satisfaction-loyalty relationship chain that can be expanded by adding trust as a mediator of satisfaction and loyalty so that a new chain of customer value-satisfaction-trust-loyalty relationships is formed.

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顾客价值取向对快速休闲餐厅顾客满意度和忠诚度的提升:信任的中介作用

本研究探讨了信任在快速休闲餐厅顾客价值-满意-忠诚链扩展为顾客价值-满意-信任-忠诚链中的中介作用。本研究假设检验采用lisrel8.8扫描电镜方法。问卷使用方便抽样技术分发给客户，最终样本量为250名受访者。发给受访者的问卷是根据以前的研究结果改编的。结果表明，顾客价值对顾客满意有显著影响。满意度显著影响信任。满意度直接和间接显著影响顾客忠诚，信任显著提高顾客忠诚。研究还表明，信任对顾客忠诚度的影响大于满意度。因此，信任在顾客满意和忠诚之间起中介作用。顾客价值对顾客忠诚的间接影响包括顾客价值-满意-忠诚和顾客价值-满意-信任-忠诚两条线。本研究增加了对顾客价值-满意-忠诚关系链的理解，通过增加信任作为满意和忠诚的中介，可以扩展顾客价值-满意-信任-忠诚关系链，从而形成一个新的顾客价值-满意-信任-忠诚关系链。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

African Journal of Hospitality, Tourism and Leisure Social Sciences-Geography, Planning and Development

CiteScore

2.70

自引率

0.00%

发文量

审稿时长

8 weeks

期刊介绍： AJHTL is a proudly African, independent, privately owned multidisciplinary peer-reviewed journal, not aligned to any institution which is published quarterly. We encourage academic debate and are fully electronic and dedicated to increasing the depth of research across a range of related disciplines with the primary objective of promoting research. New researchers are especially welcome to submit articles to us for consideration. Our articles are read by scholars, students and industry globally. Only authors may submit a paper for review and only original research is considered for publication. Articles that have been either published elsewhere or which are currently considered for publication elsewhere, must not be submitted for reviewing. A journal publication might take from about one month up to one nine months to appear. The reviewing process is competitive with less than 69% of papers considered finally being accepted for publication. Authors must be certain that their paper meets the academic standards of rigorous scholarly research. Authors must have reviewed and cited the critical and recent English references that relate to the research paper. Where other language references are used these must be translated. Articles must be English language edited by authors prior to submission to the journal.