The main research objective of this study was to determine whether Wi-Fi affects customer's 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.
| Identifer | oai:union.ndltd.org:fiu.edu/oai:digitalcommons.fiu.edu:etd-3149 |
| Date | 30 June 2015 |
| Creators | Jeon, Jiyeon |
| Publisher | FIU Digital Commons |
| Source Sets | Florida International University |
| Detected Language | English |
| Type | text |
| Format | application/pdf |
| Source | FIU Electronic Theses and Dissertations |
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