INFLUENCE OF SERVICE QUALITY AND CUSTOMER SATISFACTION ON CUSTOMER LOYALTY IN RESTAURANTS OF THE TANGERANG AREA

Abstract

In recent decades the quality of a service to be one of the most important factors that contribute to consumer satisfaction. But it is not certain whether the good service quality is also capable of being the most important factors on consumer loyalty. This article presents an analysis of the relationship between a restaurant service quality on customer satisfaction and customer loyalty. This study aims to determine whether the quality of service and customer satisfaction has a significant influence on customer loyalty and to determine which variables are the most dominant has a significant influence on customer loyalty. Data were analyzed using Structural Equation Model (SEM). The results showed that service quality affects customer satisfaction, customer satisfaction affects customer loyalty, but the quality of service does not affect customer loyalty.

Keywords

• Service quality
• customer satisfaction
• customer loyalty
• public service