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Book part
Publication date: 30 November 2020

Sadia Cheema, Malka Liaquat, Fatima Wyne and Sadia Ishaque

This chapter attempts to explore customer loyalty and retention in the context of Pakistani restaurants. Effects of customer perceived value and service quality as…

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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Book part
Publication date: 30 November 2020

Abstract

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Advances in Hospitality and Leisure
Type: Book
ISBN: 978-1-83982-385-5

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