The impact of product and service quality on brand loyalty: An exploratory investigation of quick-service restaurants

Allen Z. Reich, Ken W. McCleary, Yodmanee Tepanon, Pamela A. Weaver

Research output: Contribution to journalArticle

23 Scopus citations


An exploratory study was conducted to examine the impact of product quality and service quality on attitude- and behavior-based brand loyalty for quick-service restaurants. A total of 175 respondents were surveyed. The results showed that quick-service restaurants need to be more concerned with product quality especially in taste, freshness, and temperature, and focus on their overall service quality to build brand loyalty. Moreover, the results from correlation tests show that brand loyalty for one brand may affect brand loyalty towards another brand. The restaurants considered were McDonald's, Burger KingandWendy's.

Original languageEnglish (US)
Pages (from-to)35-53
Number of pages19
JournalJournal of Foodservice Business Research
Issue number3
StatePublished - Oct 3 2006


ASJC Scopus subject areas

  • Food Science

Cite this