Perceived Quality and Customer Loyalty of Services Provided in Italian Restaurant Business in Prachuap Khiri Khan Province

Abstract

The purposes of this research were to ( 1) to study factors that influence perceived quality and customer loyalty of services provided in Italian Restaurants Business in Prachuap Khiri Khan Province; and (2) to estimate the satisfaction level of customers in the services of Italian Restaurants Business in Prachuap Khiri Khan Province and to create a comparison index of the satisfaction levels between perceived quality and customer loyalty of services provided at Italian Restaurants, Peppina La Villa and Andreas Italian Restaurant & Grill in Prachuap Khiri Khan Province Research Methodology uses the quantitative research methodology with the application of American Customer Satisfaction Index ( ACSI) to collect information through online questionnaire. The data is analyzed using statistical methods to measure the satisfaction level of customers based on the Likert Scale to test the reliability of the questionnaire. Factor analysis was done by applying the Principal Component Analysis (PCA) and Cronbach Alpha analysis method by Stratified Sampling from customers of the Italian restaurants, Peppina La Villa and Andreas Italian Restaurant & Grill in Prachuap Khiri Khan Province, with a total number of 421 participants and comparing various factors, categorizing the demographic information by using Independent Sample T-test One Way ANOVA and testing the hypothesis of research by using Pearson Correlation method. Major research findings were ; factors that influence perceived quality and customer loyalty of services provided in Italian Restaurants Business in Prachuap Khiri Khan Province, 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 a positive influence on Overall Customer Satisfaction which has a positive influence towards both Customer Voice and Customer Loyalty at a statistically significant level of 0.01.