THE EFFECT OF FOOD AND SERVICE QUALITY ON CUSTOMER SATISFACTION AND LOYALTY IN UZBEK ETHNIC RESTAURANTS
Ключевые слова:
service quality, customer satisfaction, customer loyalty, Uzbekistan ethnic restaurantsАннотация
The aim of this thesis was to investigate the relationship between service quality, customer satisfaction and customer loyalty in Uzbekistan ethnic restaurants in South Korea. A questionnaire based survey was distributed randomly to diners in Uzbek restaurants in Seoul and other cities in Korea. Service quality was measured in terms of SERVQUAL attributes. The key dimensions of customer satisfaction and customer loyalty were identified through literature. The data collected (285 valid questionnaires) were analysed using SPSS and Stata. The findings indicates that service quality influence positively to customer satisfaction. Furthermore, customer satisfaction has a positive effect on customer loyalty. The small size of the sample is the main limitation of this study. The practical implications of this study are founded on the fact that Uzbek ethnic restaurants in South Korea should realize the significant role of service quality in satisfying their customers and making them loyal.
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