Title of article :
Review on price, service quality and customer loyalty in fast food restaurant
Author/Authors :
shaed, hazirah mohammed universiti teknologi mara, cawangan terengganu - faculty of hotel and tourism management, Malaysia , zulkefli, nurul atiqah universiti teknologi mara, cawangan terengganu - faculty of hotel and tourism management, Malaysia , ngali, norzaidah universiti teknologi mara, cawangan terengganu - faculty of hotel and tourism management, Malaysia , rahmat, norazlina universiti teknologi mara, cawangan terengganu - faculty of hotel and tourism management, Malaysia
Abstract :
The purpose of this paper is to provide a review on customer loyalty, specifically on price and service quality in the fast food restaurants. Customer loyalty is one of the essential aspects in determining the sustainability of business. Nevertheless, the number of empirical studies looking at the price and service quality in the fast food restaurant is still lacking. Thus, to understand the phenomenon, this paper reviews the literature about the price and service quality effects on customer loyalty. It is hopes that this paper will serve as a substantial support to both academicians and marketers.
Keywords :
Price , service quality , satisfaction , loyalty , fast food restaurant
Journal title :
Journal of Tourism, Hospitality and Culinary Arts
Journal title :
Journal of Tourism, Hospitality and Culinary Arts
