The behavioral consequences of service quality in defensive marketing applied to a theme restaurant setting.

• Main Authors: Ho, Andy Chee Keong., Poon, Ee Ling., Lim, Zorine Sze Mei.
• Other Authors: Murthy, Bvsan
• Format: Final Year Project
• Published: 2008
• Subjects: DRNTU::Business::Marketing::Customer services
• Online Access: http://hdl.handle.net/10356/10577
• Institution: Nanyang Technological University

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...