The behavioral consequences of service quality in defensive marketing applied to a theme restaurant setting.
Ho, Andy Chee Keong.
Poon, Ee Ling.
Lim, Zorine Sze Mei.
Date of Issue1999
College of Business (Nanyang Business School)
This study aims to investigate the hypothesis that service quality would lead to higher profits. Subsequently, the SERVQUAL Battery by Zeithaml, Parasuraman and Berry (1990) and the Behavioral Intentions Battery are modified for administration in the theme restaurant sector. The link between service quality and its behavioral consequences is also examined to find out the customer's motivation for supporting one company over another.
Final Year Project (FYP)
Nanyang Technological University