Perceived Quality and Customer Loyalty Services-Provided Restaurant : Comparative Case Study between Yayoi and Aroi Sushi in Prachuap Khiri Khan Province

Abstract

The purposes of this research were: (1) to study factors that influence perceived quality and customer loyalty of services provided in Japanese restaurants Yayoi and Aroi Sushi in Prachuap Khiri Khan Province; and (2) to estimate the satisfaction level of customers in the services of Japanese restaurants Yayoi and Aroi Sushi in Prachuap Khiri Khan Province and to create a comparative index of the satisfaction between the services provided at Yayoi and Aroi Sushi of the Japanese restaurants in Prachuap Khiri Khan Province. Conceptual framework is based on American Customer Satisfaction Index (ACSI). Simple random sampling technique was applied to select 202 customers of Yayoi and Aroi Sushi in Prachuap Khiri Khan Province to answer self-reported questionnaire. Data was analyzed by bivariate statistical analysis consisted of t-test, F-test, and correlation analysis. Research findings revealed that: 1) factors that influence perceived quality and customer loyalty of services provided in Japanese restaurants Yayoi and Aroi Sushi in Prachuap Khiri Khan Province, consist of 6 components which are as follows: Customer Expectations, Perceived Quality, Perceived Value, Overall Customer Satisfaction, Customer Voice, and Customer Loyalty; and 2) Customer expectation is an initial factor that has a positive influence on Perceived Quality and these two factors constantly have a positive influence on Perceived Value being worth the money spent on the services. These three factors then constantly have a positive influence on Overall Customer Satisfaction which in turn has a positive influence towards both Customer Voice and Customer Loyalty at a statistically significant level of 0.01, 0.05.