Service Quality and Customer Loyalty in Restaurants in the City of Tshwane

Abstract

This study was undertaken to investigate the link concerning service quality constructs and customer loyalty in casual dining restaurants in the City of Tshwane, South Africa. A quantitative research method was applied using a SERVQUALOYAL feedback form to gather primary data from the population. A non-probability convenience selection method was used to select the participants of the study. A total of 204 completed feedback forms were received and analysed using Stata, version 15, statistical analysis software. Partial least square structural equation modelling and descriptive statistics were also used to examine the data to allow the researcher to classify and describe the findings of the study. The results indicated that service quality constructs namely, understanding, responsiveness, safety and trustworthiness have a confident significant link with customer loyalty. Furthermore, the results from the study revealed a considerable breach between customers’ expectations and actual service quality. The implication is thus that restaurant managers should take the necessary steps to improve the service quality at their establishments.

Keywords

• customer loyalty
• expectations
• restaurants
• service quality
• servqualoyal