The Roles of Value, Satisfaction, and Commitment in the Effect of Service Quality on Customer Loyalty in Hong Kong–Style Tea Restaurants

The purpose of this study is to evaluate the roles of perceived value, customer satisfaction, and affective commitment as they mediate the effect of service quality on customer loyalty at Hong Kong–style tea restaurants, which are quick-service restaurants with a fusion menu of Western and Asian foods. Based on the analysis of data collected from 382 customers of these tea restaurants, the study found the following relationships: (1) service quality positively influences perceived value, customer satisfaction, and customer loyalty; (2) perceived value is a mediator of the relationship between service quality and customer satisfaction; (3) customer satisfaction positively influences affective commitment and customer loyalty; and (4) affective commitment is a mediator of the relationship between customer satisfaction and customer loyalty. Contrary to expectations, however, perceived value does not have a significant effect on customer loyalty for these restaurants. This study highlights the role of affective commitment in the study of service quality, and also is one of the few that addresses Asian restaurants because it demonstrates the moderating effects of culture in the relationships between Hong Kong–style tea restaurants and their customers.