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Research on the Influencing Factors of Customer Loyalty in W Western Restaurant in Zhuhai

Author(s)

Zhixin Cui, Hao Wei*

Affiliation(s)

Guangdong University of Science and Technology, Dongguan, Guangdong, China *Corresponding Author

Abstract

As the economy experiences swift growth and people's quality of life continues to ascend, the Chinese catering sector is witnessing a surge in competitive intensity.This paper uses a questionnaire survey to find out study the factors influencing customer loyalty in Zhuhai W Western Restaurant, and the results of the survey show the importance of service quality, perceived value, brand image and customer satisfaction in improving customer loyalty. Therefore, the study proposes this restaurant needs to develop an effective customer loyalty enhancement strategy to improve its market competitiveness and expand its market share by optimising service quality, increasing the perceived value of customers to this restaurant.

Keywords

Perceived Value; Service Quality; Brand Image; Customer Satisfaction; Customer Loyalty

References

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