AUTHOR/S:  Jenner Y. Chan, Jovelyn A. Castro

DATE COMPLETED: 

KEYWORDS: 

ABSTRACT

              To attain a higher level of customer loyalty in selected restaurants in Davao City prompted the researcher to investigate service quality that could influence customer loyalty; service quality that could influence customer satisfaction as well as the mediating role of customer satisfaction on the relationship between service quality and customer loyalty in selected restaurants in Davao City.  A descriptive correlational design was used to look into the relationship of these variables.  A total of 400 respondents were chosen.

            The findings of the study revealed that the level of service quality experienced by customers in selected restaurants in Davao City is high; the level of customer satisfaction experienced by the customers is high; the level of customer loyalty manifested in selected restaurants is high.  The relationship between service quality and customer loyalty is significant.  The relationship between service quality and customer satisfaction is significant and the relationship between customer satisfaction and customer loyalty is also significant.  The study also found out that customer satisfaction acting as a mediator on the relationship between service quality and customer loyalty in selected restaurants in Davao City is significant and resulted into a partial mediation based on the techniques provided by Baron and Kenny, supplemented by the Sobel z-test.

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