Perceived Value and Customer Loyalty of Services Provided Restaurant : Comparison of Dean & Deluca and Alpaka

Abstract

The purposes of this research were; to study the factors that affect service satisfaction of Dean & Deluca and of Alpaca stores and to assess customer satisfaction with Dean & Deluca and with Alpaca and to compare service satisfaction ratings provided by Dean & Deluca and by Alpaca. Conceptual framework is based on American Customer Satisfaction Index (ACSI). Simple random sampling technique was applied to select 347 consumers who dined at Dean & Deluca's and Alpaca's 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; factors that affect service satisfaction of Dean & Deluca and of Alpaca stores, consist of 6 components which are: Customer Expectations, Perceived Quality, Perceived Value, Overall Customer Satisfaction, Customer Voice, and Customer Loyalty; and Customer Expectations is the 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 constantly have positive influences on Overall Customer Satisfaction which has a positive influence towards both Customer Voice and Customer Loyalty at a statistically significant level of 0.01.