Determinants of customer satisfaction: A study of service quality, brand image, and product quality

Abstract

Purpose:  study aims to examine the influence of service quality, brand image, and product quality on customer satisfaction. The objective is to determine which of these factors are significant drivers of customer satisfaction for a specific culinary business.

Design/methodology/approach- This quantitative study used a survey to collect data. A questionnaire was distributed to a sample of customers who had dined at Gokilna Mie Preman on more than two occasions. Primary data was gathered via Google Forms and processed using Microsoft Excel. The analysis was conducted using SPSS software (Version 29) to test the hypothesized relationships.

Findings- The analysis reveals that service and product quality have a significant positive influence on customer satisfaction. However, brand image did not have a statistically significant impact on customer satisfaction in this context.

Originality/value- This research explores the drivers of customer satisfaction in the local culinary industry, focusing on a popular dining establishment. The findings highlight the importance of tangible product and service delivery over brand-centric marketing for fostering customer loyalty, offering valuable insights for managers and owners of similar businesses.