Master of Science (MS)
First Advisor's Name
First Advisor's Committee Title
Second Advisor's Name
Second Advisor's Committee Title
Third Advisor's Name
Third Advisor's Committee Title
Customer loyalty, Restaurant industry, Wi-Fi service
Date of Defense
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.
Jeon, Jiyeon, "Examining How Wi-Fi Affects Customers Loyalty at Different Restaurants: An Examination from South Korea" (2015). FIU Electronic Theses and Dissertations. 2218.
In Copyright. URI: http://rightsstatements.org/vocab/InC/1.0/
This Item is protected by copyright and/or related rights. You are free to use this Item in any way that is permitted by the copyright and related rights legislation that applies to your use. For other uses you need to obtain permission from the rights-holder(s).