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Examining How Wi-Fi Affects Customers Loyalty at Different Restaurants: An Examination from South Korea

By Jiyeon Jeon


The main research objective of this study was to determine whether Wi-Fi affects customer\u27s loyalty and how its impact differs depending on the type of restaurants: coffee shops, fast food restaurants, and casual dining restaurants. For the study I designed a primary field survey to collect data and performed multiple linear regression analysis to test the study hypotheses. Findings show that Wi-Fi service factors turned out to be significant for all types of restaurants for both attitudinal and behavioral loyalty. Wi-Fi service factors were more important for coffee shop loyalty than fast-food restaurants or casual dining restaurants. However, not all of the Wi-Fi usage factors were significant consistently. Furthermore, Wi-Fi service factors were much more important for coffee shop loyalty than fast food restaurants or casual dining restaurants. Findings are expected to assist hospitality marketers to utilize Wi-Fi service as a point of service towards their customers

Topics: Customer loyalty, Restaurant industry, Wi-Fi service, Food and Beverage Management
Publisher: FIU Digital Commons
Year: 2015
OAI identifier:

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