Impact of Service Quality on Brand Loyalty in Pizza Hut Restaurants

Abstract

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.