Document Type



Master of Science (MS)


Hospitality Management

First Advisor's Name

Lusby Carolin

First Advisor's Committee Title

Committee chair

Second Advisor's Name

Myongjee Yoo

Second Advisor's Committee Title

Committee member

Third Advisor's Name

Miranda Kitterlin

Third Advisor's Committee Title

Committee member


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.





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