Hospitality Administration and Management Commons^™

Examining How Wi-Fi Affects Customers Loyalty At Different Restaurants: An Examination From South Korea, Jiyeon Jeon

FIU Electronic Theses and Dissertations

The main research objective of this study was to determine whether Wi-Fi affects customer's loyalty and how its impact differs depending on the type of restaurants: coffee shops, fast food restaurants, and casual dining restaurants. For the study I designed a primary field survey to collect data and performed multiple linear regression analysis to test the study hypotheses.

Findings show that Wi-Fi service factors turned out to be significant for all types of restaurants for both attitudinal and behavioral loyalty. Wi-Fi service factors were more important for coffee shop loyalty than fast-food restaurants or casual dining restaurants. However, not all …