Department of Management Science

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Author: search.filters.author.Dr. Ahmad NawazSubject: search.filters.subject.customer satisfaction

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    Impact of Service Quality on Brand Loyalty in Pizza Hut Restaurants
    (Library Informtion Services, CUI Lahore, 2014) Neelma Gul; CIIT/FA12-MSPM-018/LHR; Dr. Ahmad Nawaz; LHR TP 4310
    In this modern area of competition and race everyone wants its product and brand to be on top, and they can use every tactic to achieve that position. This is a fact that in this quickly changing world, customers and their satisfaction matter a lot. Various studies proved that customer satisfaction can only be attained by achieving the quality standards and maintain them. In this aspect, Parasurman‟s five quality dimensions (tangibility, responsiveness, reliability, assurance and empathy) are very commonly used for measuring the quality. Previous studies show that there is a lack of studies present on restaurants. This study shows the effect of quality and control variables on customer satisfaction, which will finally end up as analyzing brand loyalty (attitudinal and behavioral loyalty). Data was collected from selected Pizza Hut franchises, using systematic random sampling through questionnaires. 400 questionnaires were distributed among customers of Pizza Hut out of 330 were getting filled with them, but only 293 responses were considered acceptable for this study. Cost Factor analysis and multiple regressions are performed to analyze, model fitness and variables relationship with each other. Service quality is positively impacting the brand loyalty. Customer satisfaction partially mediates service quality and brand loyalty. Further, control variables have no impact on brand loyalty and customer satisfaction.
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    Impact Of Service Quality On The Brand Loyalty: A Case Of Pizza Hut Restaurants In Lahore
    (Library Information Services COMSATS University Islamabad Lahore Campus, 2014-02-02) Neelma Gul; FA12-MSPM-018; Dr. Ahmad Nawaz; LHR TP 4310
    In a cutthroat competition and rapidly changing environment, it is difficult to retain customers. The literature highlights that customer satisfaction can be achieved by maintaining service quality standards. This study analyzed the effect of service quality on brand loyalty (attitudinal and behavioural loyalty) with the mediating role of customer satisfaction and controlling the impact of demographic variables (age, gender, marital status, number of children and income) on customer satisfaction and brand loyalty. The sample of the study consists of customers of the Pizza Hut in Lahore city. Data is collected through questionnaires adopted from different empirical studies. Confirmatory Factor analysis and multiple regression analysis are used to analyze, model fitness and variables relationship with each other. The results show that service quality and its dimensions show positive impact on brand loyalty. Only tangibility shows an insignificant impact on brand loyalty. Customer satisfaction partially mediates service quality and brand loyalty. Further, demographic variables have no impact on brand loyalty and customer satisfaction. Therefore, it is recommended that Pizza Hut management should focus on improving service quality in order to achieve loyalty of customers, and management should also focus on customer focused behavioural training among employees in order to improve quality of services.