Mechanisms Linking Customer Participation to Customer Loyalty in the
Catering Industry
Wei Mao
(City University of Macau Macau 999078)
Abstract:This study examines the relationships among customer participation, perceived servicequality, customer trust, and customer loyalty in the context of China's catering industry. Drawingon existing literature, a conceptual model is developed in which customer participation influencescustomer loyalty both directly and indirectly through perceived service quality and customertrust.A quantitative research design is employed, using survey data collected from cateringconsumers based on well-established measurement scales. The empirical results reveal thatcustomer participation has a significant positive effect on customer loyalty. In addition, customerparticipation positively influences both perceived service quality and customer trust. Furthermore,perceived service quality and customer trust are found to play significant mediating roles in the relationship between customer participation and customer loyalty. These findings providevaluable managerial implications for enhancing customer loyalty in the catering industry andoffer empirical evidence for understanding the mechanisms of customer participation in servicecontexts.
Keywords:Customer Participation; Customer Loyalty; Perceived Service Quality; CustomerTrust; Catering Industry.
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