The Role of Digital Marketing and Service Quality in Shaping Customer Loyalty at the Creative Cuisine Restaurant Pizza Creafe in Taiwan

Abstract

This study aims to analyze the effects of digital marketing and service quality on customer loyalty at the creative culinary restaurant Pizza Creafe in Taiwan. The study employed a quantitative approach using a survey method involving 97 respondents selected through purposive sampling. Data analysis was conducted using multiple linear regression with SPSS version 22. The results show that digital marketing has a positive and significant effect on customer loyalty (Sig. = 0.049 < 0.05), while service quality does not have a significant effect (Sig. = 0.155 > 0.05). Taken together, the two variables did not have a significant effect on customer loyalty (Sig. = 0.089), with a coefficient of determination (R²) of 0.050, indicating that the model explains 5% of the variation in customer loyalty. These findings suggest that digital marketing plays a more dominant role than service quality in shaping customer loyalty. The research results are expected to provide insights for restaurant managers in optimizing digital marketing strategies to enhance customer loyalty.