The Impact Of Pricing And Service Quality Toward Customer Loyalty

Chan, Pak Hon (2017) The Impact Of Pricing And Service Quality Toward Customer Loyalty. Project Report. UTeM, Melaka, Malaysia. (Submitted)

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Abstract

Nowadays, the market is getting competitive in all aspects of survival of the company. Companies especially in the service industry realize that in order to win the market, they need to explore new ways of approaching customers. Before making repeat purchase, customer will recall previous service quality and charging price experiences. Therefore, developing a research about the impact of pricing and service quality toward customer loyalty is important to service firms. By knowing the factor that influences customer loyalty, it definitely will enhance the sales of a business. In this research, will find out the significant factor that influence customer loyalty within fast-food service industry in Melaka. A survey was conducted to collect the perceptions toward customer loyalty. The researcher had distributed 150 questionnaires to respondents that consist of different gender, age, employment status and household income. Based on the correlation analysis, it shown that between service quality and price, service quality is the most influencing factor that will affect customer loyalty. However, it does not mean that the price is not important, but, service quality gives slightly higher influence that will lead to customer loyalty. The findings would act as a reference for food service firms to develop suitable plans that can satisfy and retain loyal customers.

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