The Effect of Service Quality, Perceived Value and Customer Satisfaction on Customer Loyalty in Local restaurants

The main objective of the study was to analyse the effect of service quality, perceived value and customer satisfaction on customer loyalty in local restaurants in Ghana (a case study of Jivendi Restaurant and Buka Café and Restaurant). Specifically, the study sought to;

1. Identify the relationship between service quality and customer loyalty.
2. Examine the relationship between perceived value and customer loyalty.
3. Examine the relationship between customer satisfaction and customer loyalty.

The study adopted a descriptive survey approach and was purely quantitative in nature. All customers of the two restaurants under study (Jivendi Restaurant and Buka Café and Restaurant) made up the study population. A total of 50 customers (25 from each restaurant) were randomly selected for the research. For this study, convenience sampling was used. A questionnaire was chosen as the data collection instrument. The data was analyzed using the Statistical Package for Social Sciences (SPSS v.22.0).