The Effect of Perceived Service Quality on Customer’s Repeat Patronage in the University Training Restaurant: OLS and Quantile Regression Approach

The purpose of this study is to investigate the relationship between three dimensions of perceived service quality (interaction, physical environment, and outcome quality) and customer repeat patronage for the university training restaurant, as well as to explore how different levels of repeat patronage are influenced by three dimensions of perceived service quality for the university training restaurant. The results of the OLS regression analysis show that two dimensions of service quality, outcome quality and physical quality, are significantly related to repeat patronage, but that there is no significant relationship between interaction quality and repeat patronage. The results of the quantile regression analysis also provide more meaningful and concise ideas. Unlike the results of OLS regression, the results of quantile regression show that physical environment quality and outcome quality do not provide same effect on all level of customer’s repeat patronage. Several different useful strategies may be considered to increase customer’s repeat visits by utilizing the results from quantile regression, rather than the results from OLS regression.