Effect of customer satisfaction and service quality to brand loyalty on food & beverage business; Analysis on global and local brands

A life and the way of people lives have changed in conjuction with cutting edge technology and rapid increase on working woman population. Technological improvements results in moving the world from local limitedness to a global level. People started to increase their expectations regarding with the product or service together with larger product and culture range. Limited life conditions expanded globally. This fact causes increase on customer satisfaction and customer expectation of service quality. Facilities now have to provide the customer satisfaction and also increase the service quality continuously in order to survive in their related business. The purpose of this study is to show how and how much related factors affect the customer loyalty with based on today's conditions. Studies on customer satisfaction and service quality, which are thought to affect the building a brand loyalty on customers, are performed based upon local and global food & baverages facilities. Research is completed with a survey covering 500 university students. Survey results are analyzed with factor analysis, reliability analysis, coleration analysis, regression analysis and t-test analysis which are the part of SPSS program. In this study, it is laid emphasis on the factors of customer satisfaction and service quality assumed to affect the brand loyalty. The results show that both factors affect the brand loyalty in a positive way.