Factors influencing customer loyalty in food and beverage industry among private university students in Malaysia.

MA, WEI WEI and LAM, JANE LI YEE (2026) Factors influencing customer loyalty in food and beverage industry among private university students in Malaysia. Final Year Project, UTAR.

PDF Download (3145Kb)

Abstract

This study investigates the factors influencing customer loyalty in the Food and Beverage (F&B) restaurant industry among students at Universiti Tunku Abdul Rahman (UTAR) and Tunku Abdul Rahman University of Management and Technology (TARUMT) in Kampar, Malaysia. With the rapid growth of F&B outlets surrounding these campuses, customer loyalty has become crucial for business sustainability, especially in a competitive, student-driven market. Guided by Social Exchange Theory (SET), this research examines four key variables: perceived price fairness, service quality, customer satisfaction, and location and environment, with the latter addressing a gap often overlooked in prior studies. A quantitative research design was employed, and 300 valid responses were collected using structured questionnaires distributed to students from both universities. Data were analyzed using multiple regression analysis to examine the relationships between the selected factors and customer loyalty. The findings revealed that all four variables showed a significant positive relationship with customer loyalty, with service quality and customer satisfaction emerging as the strongest predictors. This study provides valuable insights for F&B operators targeting university students by emphasizing the importance of service excellence, customer satisfaction, and strategic location planning to enhance long-term loyalty.

Actions (login required)