Measures a Relationship between a Service Quality Customer Satisfaction and Customer Loyalty of Fast Food Outlet of Pingo Outlet, South Africa

The objectives of this research is “ Measures a Relationship between a ServiceQuality Customer Satisfaction and Customer Loyalty of Fast Food Outlet of PingoOutlet, South Africa” are to: (1) To study the important demographic factor hasrelationship with customers’ satisfaction in the services of Pingo Outlet, South Africa. (2) To study the customers’ expectation and perception in service quality of Pingo Outlet, South Africa (3) To explore the significant relationship between customers’ satisfaction in service quality and customer loyalty of Pingo Outlet, South Africa. The conceptual framework which has adopted by using SERVQUALmodel from Parasuraman, Berry, Zeithaml (1988,1991,1994) and from Ishak Ismail et al.,(2006). Studied the Gap (5) customer expected service quality and perceived service performance with five service dimensions of SERVQUAL such as reliability, responsiveness, assurance, empathy and tangibles. Used the original SERVQUAL instrument consists of two sets of 22 items, in this research will be applied to 17 items which is suitable into the study. The hypotheses are based on the theories discussed in related research articles. The variables are based on literature review and divided as independent variable including demographic factors, customer expectation, customer perception in service quality. Dependent variables are customer satisfaction and customer loyalty. The sample of this research was 400 respondents were the customers who consumed at Pingo Outlet, Spring Branch at least one. The sample size of the studyused the formula of Yamane Sample Size (1973). This study used self-administered questionnaire and interviews as research instruments. Statistical tools are frequency, percentage, mean, standard deviation, Independent sample t-test, Oneway- ANOVA f-test, Paired-sample t-test. Multi Linear Regression and determined the significant level at 0.05. The result of analysis found that the majority of respondents were females age 21-30 years old, matric level and income less then R 5,000 and found that the most important demographic factor was in terms of education effected on customers’ satisfaction in the services of Pingo Outlet. Moreover, The result of this research showed that Reliability dimension was the most important factor of five dimensions of service quality lead to customer loyalty. While, Assurance dimension was found thatcustomers perceived service quality as dissatisfied. Therefore, Pingo Outlet should be improved service quality in terms of assurance and should use marketing activities, especially “ Promotion” to attract more education group must make sure that the delivered quality services are reliable at all times for instance Pingo’s manager Outlet and staff must make sure an attempt to solve the problem promptly at the point of services, Pingo ‘s service time 9:00 a.m. - 10:00 p.m. must be on time and constantly and must make sure staff serve foods accurately as customer ordered all times.

本研究的核心目标为**探究南非Pingo门店快餐业务中服务质量、顾客满意度与顾客忠诚度三者间的关联**，具体研究内容如下：(1) 分析南非Pingo门店服务场景中，与顾客满意度存在显著关联的关键人口统计学因素；(2) 探究南非Pingo门店顾客对服务质量的期望与感知水平；(3) 探索南非Pingo门店顾客服务质量满意度与顾客忠诚度间的显著关联。本研究采用由Parasuraman、Berry、Zeithaml（1988、1991、1994）以及Ishak Ismail等人（2006）提出的SERVQUAL模型（SERVQUAL）作为研究的概念框架，聚焦于顾客期望的服务质量与感知服务表现之间的第5类差距，并结合SERVQUAL的五大服务维度：可靠性（reliability）、响应性（responsiveness）、保证性（assurance）、移情性（empathy）与有形性（tangibles）展开分析。本研究采用原版SERVQUAL量表，该量表包含两组共22个条目，本次研究选取其中适配本研究场景的17个条目进行应用。本研究的研究假设基于相关学术文献中的理论推导得出，研究变量通过文献梳理确定：自变量包括人口统计学因素、顾客期望、顾客服务质量感知；因变量为顾客满意度与顾客忠诚度。本研究的样本为400名曾至少消费过一次南非Spring Branch区Pingo门店的顾客，样本量通过Yamane抽样公式（1973）计算确定。本研究采用自填式问卷与访谈作为研究工具，使用的统计分析方法包括：频数分析、百分比分析、均值分析、标准差分析、独立样本t检验、单因素方差分析（Oneway-ANOVA F检验）、配对样本t检验以及多元线性回归，并将显著性水平设定为0.05。分析结果显示，多数受访者为21-30岁的女性，持有南非中学毕业文凭，月收入低于5000兰特；且研究发现，教育程度是影响Pingo门店顾客服务满意度的最关键人口统计学因素。此外，本研究结果表明，在五大服务质量维度中，可靠性维度是影响顾客忠诚度的最核心因素；而保证性维度则显示顾客对该门店的服务质量感知存在不满。据此，Pingo门店应针对性提升保证性维度的服务质量，并可通过营销活动尤其是促销手段吸引更多受教育群体；同时需确保门店始终提供可靠的优质服务，例如门店经理与员工应在服务场景中及时处理顾客问题，严格遵守门店9:00-22:00的营业时间，且确保员工能够准确按照顾客订单提供餐品。