To read the full version of this content please select one of the options below:

Customer Loyalty and Retention in the Restaurant Industry of Pakistan

Advances in Hospitality and Leisure

ISBN: 978-1-83982-385-5, eISBN: 978-1-83982-384-8

ISSN: 1745-3542

Publication date: 30 November 2020


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.



Cheema, S., Liaquat, M., Wyne, F. and Ishaque, S. (2020), "Customer Loyalty and Retention in the Restaurant Industry of Pakistan", Chen, J.S. (Ed.) Advances in Hospitality and Leisure (Advances in Hospitality and Leisure, Vol. 16), Emerald Publishing Limited, Bingley, pp. 83-98.



Emerald Publishing Limited

Copyright © 2021 Emerald Publishing Limited