Empirical Study Of Multinational Fast Food Industry, Service Quality On Customer Loyalty

With the arrival of the era of service economy, customers no longer stay in seeking cheap price and high quality products or services, but are more concerned about service quality. Thus, if enterprises want to gain competitive advantages in the fierce competition, they must pay attention to service marketing management. The core philosophies of service marketing management are customer satisfaction and customer loyalty. According to some research results, service quality is beneficial to customer satisfaction and loyalty, which can become enterprise's competitive advantage.The main work of this study include two aspects: (1) developing the scales to measure the perceived service quality in multinational fast food industry, and exploring the factors of perceived service quality in multinational fast food industry; (2) using structural equation model to study the relationships among every factor of perceived service quality, customer satisfaction and customer loyalty.Correspond to the two aspects above, this study takes customers of multinational fast food industry as sample. Based on interview and literature review, scale items were designed. By the pre-survey, the author tests the reliability of the questionnaire. While collecting datum formally, the author distributed the questionnaire by random sample.The research uses SPSS 11.0 and AMOS 4.0 statistical software to analyze the survey data, and came to the following conclusions: (1) by employing exploratory factor analysis, this research develops the measurement scales of the perceived service quality in multinational fast food industry. The proposed scale comprises a parsimonious 22 items which span five dimensions: tangibles, responsiveness, reliability, assurance, empathy; (2) tangibles, responsiveness, assurance, reliability and empathy positively and significantly influence customer satisfaction;(3) tangibles and empathy positively and significantly influence both emotional loyalty and behavior loyalty, responsiveness positively and significantly influence behavior loyalty;(4)customer satisfaction positively and significantly influence emotional loyalty, but don't significantly influence behavior loyalty.