Study of the Effects of Customer Service Quality and Product Quality on Customer Satisfaction and Customer Loyalty

Business Administration

In this research we address the effects of customer service quality and product quality on customer satisfaction and customer loyalty, and the relationship between these four variables in the context of food-chain industry. Known for their delicious Chickenjoy, Yumburger, Champ Burger and Spaghetti, and warm, neighbourly services, Jollibee is one of the leading food-chains in the Philippines. Customer loyalty is the key part behind a business’ success, as it also extends the market esteem. On the other hand, its product quality and customer service quality are important points in meeting the customer’s satisfaction. The population of the study are Business Administration students from the Polytechnic University of the Philippines, under the departments of Marketing Management, Office Administration, Human Resource and Entrepreneurship. The hypotheses of the study will be analysed by using regression and ANOVA. Results of the study show that product and customer service quality only has a small effect on customer satisfaction; and customer satisfaction does not guarantee the loyalty of the customers.

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