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All Journal International Journal of Tourism and Hospitality in Asia Pasific
Cherry Lee Chee Chong
Universiti Sains Malaysia, Jalan Sg Dua, 11800 Minden, Pulau Pinang, Malaysia
Humanities

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Taste Beyond the Trend: How Service Quality Drives Customer Loyalty in Malaysia’s Fast-Service F&B Sector Jamin Kun Peng Xia; Louis Yong Yu Lee; Meenu Baliyan; Yeok Teng Chong; Zhiheng Chen; Cherry Lee Chee Chong; Zheng Hung Chin; Alif Aminullah; Sachin Kumar; Daisy Mui Hung Kee
International Journal of Tourism and Hospitality in Asia Pasific Vol 8, No 3 (2025): October 2025
Publisher : AIBPM Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32535/ijthap.v8i3.4206

Abstract

This study investigates the impact of service quality dimensions on customer satisfaction and loyalty in Malaysia’s fast-service food and beverage (FB) sector, focusing on Mixue outlets. Guided by the SERVQUAL framework, the research aims to identify which service dimensions most strongly influence satisfaction and how these effects extend to customer loyalty. Data were collected through a survey of 99 Mixue customers, assessing five service quality dimensions: tangibles, reliability, responsiveness, empathy, and assurance, alongside satisfaction and loyalty indicators. Using regression analysis, the model explained 81.1% of the variance in satisfaction and 78.8% in loyalty. Tangibles (? = 0.208, p 0.01), reliability (? = 0.372, p 0.01), empathy (? = 0.280, p 0.01), and assurance (? = 0.220, p 0.05) significantly affected satisfaction, while only assurance directly influenced loyalty (? = 0.739, p 0.001). Satisfaction also positively affected loyalty (? = 0.275, p 0.05), confirming its mediating role. The findings highlight that while multiple service elements enhance satisfaction, loyalty is primarily driven by psychological trust and staff competence. These insights underscore the importance of assurance-based training, customer feedback monitoring, and standardized service accreditation to strengthen long-term loyalty in youth-oriented FB markets.
Co-Authors Alif Aminullah Daisy Mui Hung Kee Jamin Kun Peng Xia Louis Yong Yu Lee Meenu Baliyan Sachin Kumar Yeok Teng Chong Zheng Hung Chin Zhiheng Chen