2020•Advances in hospitality and leisureRequires access

Customer Loyalty and Retention in the Restaurant Industry of Pakistan

Sadia Cheema, Malka Liaquat, Fatima Wyne, Sadia Ishaque

Abstract

Abstract This chapter attempts to explore customer loyalty and retention in the context of Pakistani restaurants. Effects of customer perceived value and service quality as antecedents are tested on customer loyalty and retention along with the mediating effects of customer satisfaction and customer relationship management quality. This chapter is conducted in 15 restaurants from Multan. Results reveal how the restaurant sector lacks a monitoring mechanism that promotes an effective customer relationship. For example, what kinds of measurements the manager could use to enhance a customer's loyalty and retention.

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Available abstract

Key concepts: Customer retention, Business, Loyalty business model, Marketing, Customer delight, Customer satisfaction, Customer advocacy, Service quality