Exploring the relationship between service quality and customer loyalty in the Happy Restaurants in Varna, Bulgaria

Abstract

The focus of this study is on relationship between the service quality and customer loyalty in "Happy" restaurants in Varna, Bulgaria. The main purpose of the research is to explore the link between the two variables customer loyalty and service quality. Once this relation is proven the managers will be able to develop marketing strategies and apply them successful. That way they will improve effectively the restaurants and will increase their profits. This study critically reviewing the available relevant literature and reports an empirical assessment of service quality in "Happy" establishments. I proposed a conceptual model that will test the developed hypotheses. The 500 questionnaires were distributed in the restaurants and only 150 of the correctly completed questionnaires were chosen. The gathered data was analyzed and investigated the relationship between the service quality, customer satisfaction and customer loyalty. This study has provided very interesting results and important insight into service quality in restaurant industry. Some of the hypotheses were significantly proved, others not. The final chapter is about the conclusion that have been made and the recommendation for future studies and improvements.