A Study On The Impact Of Customer Perceived Service Quality On Brand Loyalty

Today, the first tread of burgeoning group purchase is on catering businesses. Many catering businesses have tasted the sweetness promoting cooperation for a long period time. As food industry market foundation is better, so the restaurant 020 represents the general trend. Both online and offline are in accelerating convergence as well.According to the China electronic commerce research center monitoring data show that in 2014 China’s catering industry, the number of O2O online users were near to 200 million, reached to 189 million, more than a third of the proportion of Chinese Internet users. In 2014 China’s 020 market size of catering industry were 94.37 billion, up 51.5% compared with 2013.By 2017, China’s catering industry 020 market scale will exceed 200 billion.In such a thriving catering market, how to stand out from many brands to foster better customer loyalty become to confuse each operators. This study base on taking the coupon marketing mode of the service quality of catering enterprises, reference to the researches of service quality and brand loyalty of domestic and overseas, introduce customer satisfaction and brand trust as intermediary variables, and then put forward the research hypothesis, build the theory model of the impact of customer perceived service quality on brand loyalty. Develop a suitable scale for this study which is based on predecessors’research, then respectively test scale reliability and validity by SPSS 19.0, modificate and analysis the structural equation model by AMOS 17.0, finally draw the conclusion of this study.The research results show that the customer perceived service quality dimensions, namely, tangibility, reliability, empathy which influence on brand loyalty is more obvious, especially empathy. Driving factors of brand loyalty, means two intervening variable, can lead to brand loyalty. Loyal attitude is particularly important in the composition of brand loyalty, and has positive influence on the brand loyalty behavior which is quite obvious.According to the research, this article end provide some marketing suggestions for the those catering enterprises which will enter the 020 market through group-buying,in order to provide references for small and medium-sized catering enterprises.