Article2005

The Impact of Product and Service Quality on Brand Loyalty

Allen Z. Reich · Ken W. McCleary · Yodmanee Tepanon · Pamela A. Weaver

56 citations0/0 files storedJournal of Foodservice Business Research

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Customer Service Quality and Loyalty Consumer Behavior and Marketing Influence Consumer Behavior in Brand Consumption and Identification

Abstract

An exploratory study was conducted to examine the impact of product quality and service quality on attitude- and behavior-based brand loyalty for quick-service restaurants. A total of 175 respondents were surveyed. The results showed that quick-service restaurants need to be more concerned with product quality especially in taste, freshness, and temperature, and focus on their overall service quality to build brand loyalty. Moreover, the results from correlation tests show that brand loyalty for one brand may affect brand loyalty towards another brand. The restaurants considered were McDonald's, Burger King and Wendy's.

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References

1980Understanding Attitudes and Predicting Social Behavior 1988SERVQUAL: A multiple-Item Scale for measuring consumer perceptions of service quality 1988Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis of Evidence 1993Conceptualizing, Measuring, and Managing Customer-Based Brand Equity 1979Review of Psychometric theory (2nd ed.).2001The Chain of Effects from Brand Trust and Brand Affect to Brand Performance: The Role of Brand Loyalty 1994Customer Loyalty: Toward an Integrated Conceptual Framework 1990Zero defections: quality comes to services.

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