Title: The antecedence of customer loyalty in traditional restaurants in East Java, Indonesia

Authors: Christina Esti Susanti

Addresses: Business Faculty, Widya Mandala Catholic University, Jalan Dinoyo 42-44, Surabaya, East Java, Indonesia

Abstract: This study aims at investigating the effect of product quality and service quality on customer loyalty through customer satisfaction. Data collection was conducted through purposive sampling of consumers to traditional restaurants in East Java. The research found that product quality and service quality has significant effect on customer satisfaction. Customer satisfaction has a significant effect on brand loyalty. Customer satisfaction acts as a mediator between exogenous variables to consumer loyalty. The results indicate that exogenous variables significantly influencing on brand loyalty are product quality and service quality.

Keywords: product quality; service quality; customer satisfaction; customer loyalty; Indonesia; traditional restaurants; brand loyalty.

DOI: 10.1504/IJPMB.2014.059451

International Journal of Process Management and Benchmarking, 2014 Vol.4 No.1, pp.22 - 35

Available online: 21 Feb 2014 *

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