Damianus Aludah (2004) The effect of service quality on customer retention through customer satisfaction: The Malaysian fast food industry perspective. Masters thesis, Universiti Malaysia Sabah.
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Abstract
The current research was conducted to examine the influence of the service quality dimensions using the five (5) dimensions of SERVQUAL (Parasuraman et. al., 1988) namely Tangibles, Reliability, Responsiveness, Assurance, and Empathy as the measurement of perceived service quality on Customer Retention through Customer Satisfaction in the fast-food industry in Sabah. The results provide support for the theory that there are significant positive relationships between the five dimensions of service quality and customer satisfaction on the one hand and between the five dimensions of service quality and customer retention through customer satisfaction on the other hand.
| Item Type: | Thesis (Masters) |
|---|---|
| Keyword: | Perceived service quality, Customer satisfaction, Customer retention, Attitude, Patriotic prejudice |
| Subjects: | H Social Sciences > HF Commerce > HF1-6182 Commerce > HF5001-6182 Business > HF5410-5417.5 Marketing. Distribution of products |
| Department: | SCHOOL > School of Business and Economics |
| Depositing User: | DG MASNIAH AHMAD - |
| Date Deposited: | 23 Sep 2025 17:00 |
| Last Modified: | 23 Sep 2025 17:00 |
| URI: | https://eprints.ums.edu.my/id/eprint/45188 |
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