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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.