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Journal of Foodservice Business Research Volume 8, 2005 - Issue 3
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Original Articles

The Impact of Product and Service Quality on Brand Loyalty

An Exploratory Investigation of Quick-Service Restaurants

Allen Z. Reich PhD School of Hotel and Restaurant Management, Northern Arizona University, PO Box 5638, Flagstaff, AZ, 86011, USA
,
Ken W. McCleary PhD Department of Hospitality and Tourism Management, Virginia Tech, 353 Wallace Hall, Blacksburg, VA, 24061-0429, USA
,
Yodmanee Tepanon Department of Hospitality and Tourism Management, Virginia Tech, 353 Wallace Hall, Blacksburg, VA, 24061-0429, USA
&
Pamela A. Weaver PhD Department of Hospitality and Tourism Management, Virginia Tech, 353 Wallace Hall, Blacksburg, VA, 24061-0429, USA
Pages 35-53 | Published online: 08 Sep 2008
 
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Abstract

An exploratory study was conducted to examine the impact of product quality and service quality on attitude- and behavior-based brand loyalty for quick-service restaurants. A total of 175 respondents were surveyed. The results showed that quick-service restaurants need to be more concerned with product quality especially in taste, freshness, and temperature, and focus on their overall service quality to build brand loyalty. Moreover, the results from correlation tests show that brand loyalty for one brand may affect brand loyalty towards another brand. The restaurants considered were McDonald's, Burger King and Wendy's.

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