The relationship between food service quality, and customer satisfaction and loyalty / Linawati Sulaiman

The Food Service Quality is a topic that has been discussed over the years. Unproductive levels of food service quality can affect customers’ level ofsatisfaction and loyalty. The main function which restaurant members must perform is the deliveiy of quality services to its customers. This study is focusing on identifying the relationship between food service quality, and customer satisfaction and loyalty. A total of 384 questionnaires were distributed around Kuching City areas: Satok, Jalan P.Ramlee, India Street, and Jalan Matang. The questionnaires were distributed to four groups of races: Malay, Chinese, Iban, and others. The Cronbach’s Alpha showed 0.941 for tangible dimension witch consist of 10 questions. 0.901 for dimension of reliability, 0.904 for dimension of responsiveness, 0.904 for the dimension of assurance, 0.916 for dimension of empathy and 0.928 for customer’s loyalty and satisfaction. These values means that the overall results were reliable. Thus from this study it is found out that, the food service quality strongly affected customer satisfaction and loyalty. The dimensions such as tangibles, reliability, responsiveness, assurance, empathy and customer satisfaction and loyalty need to be considered by to the restaurant operator. In addition to the survey result, the findings also contain several recommendations that should be taken into consideration by the restaurants. The researcher hopes it will give several benefit to all parties.