Relationships among Service Quality, Customer Satisfaction and Customer Loyalty-The Scenery Restaurant in Central Taiwan

Abstract

Because of the huge population of out-diners, numerous scenery restaurants are established. With various choices, customers have more options to choose restaurants, which attract them. Meanwhile, scenery restaurants attempt to satisfy customers' needs to exist longer. However, previous studies seldom investigate about the important factors that customer needs in scenery restaurants. In this study, scenery restaurants were been focused to explore the relationship among service quality, customer satisfaction, and customer loyalty. The subjects recruited in this study were customers who have ever been to the scenery restaurant in central Taiwan. Each dimension of service quality and related important items of customer satisfaction and customer loyalty will be analyzed by the grey relational grade (GRG). The result of the study will be expected the weight of each evaluating factor including the marketing mix, the satisfaction of the service quality, the view of scenery, and the degree of what customers emphasize on in one specific scenery restaurant. The implication of the results in this study hopes to provide suitable assistance for the owners of the scenery restaurant to manage their business smoothly and exist permanently.