Effect of Service Quality on Customer Loyalty in the Fast-Food Industry: A Perspective from University Students in Hangzhou City, Zhejiang Province, China

Name: Liu Yiming

keyword: Service quality

; Customer loyalty

; Fast-food industry

; Dhonburi Rajabhat University

Abstract: The research objectives were as follows: 1) to study the level of service quality and customer loyalty in the fast-food industry from the perspective of university students in Hangzhou City, Zhejiang Province, China; and 2) to analyze the effect of service quality on customer loyalty in the fast-food industry from the perspective of university students in Hangzhou City, Zhejiang Province, China. Quantitative research was used, collecting data from 400 customers of Western and local fast food, with university students who patronized Western and local fast food in Hangzhou. Data analysis included descriptive statistical analysis, such as frequency, percentages, mean, standard deviation, as well as inferential statistics, such as correlation analysis and linear regression analysis. The research findings revealed that: 1) the level of service quality in the highest-rated dimension was opening hours convenience, indicating significant satisfaction. Tangibles, reliability, and assurance dimensions consistently scored high, while responsiveness and empathy showed. some variability. In terms of customer loyalty, preference over promotions was the highest-rated dimension, indicating preference stickiness. However, actively recommending and ongoing interest dimensions scored lower, suggesting areas for improvement, particularly in word-of-mouth marketing and ongoing customer engagement and; 2) the study found that in both Western and local fast food sectors in Hangzhou City, Zhejiang Province, China, tangibles, assurance, and empathy positively influenced customer loyalty. However, reliability and responsiveness did not show significant effects. While students demonstrated trust in fast food quality, word-of-mouth promotion could be improved to enhance loyalty. Despite promotional offers, students tended to remain loyal to their favorite fast food brands over time. The fast food industry had a high degree of stability and continuity in the university student market. However, this result may have been influenced by factors such as changes in students' life stages and adjustments in their eating habits, which caused their attention and support for fast food to change

มหาวิทยาลัยราชภัฏธนบุรี. สำนักวิทยบริการและเทคโนโลยีสารสนเทศ

Address: กรุงเทพมหานคร

Email: arc.dru@dru.ac.th

Name: Jirapong Ruanggoon

Role: Adviser

Created: 2024

Modified: 2025-06-23

Issued: 2025-06-23

วิทยานิพนธ์/Thesis

application/pdf

Dhonburi Rajabhat University

eng

DegreeName: Master of Business Administration

Level: Master's Degree

Descipline: General Management

Grantor: Dhonburi Rajabhat university

©copyrights Dhonburi Rajabhat university

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