Open AccessARE YOU LOYAL IF SATISFIED WITH MEAL OUTSIDE ? : A RELATION BETWEEN CUSTOMER SATISFACTION AND LOYALTY IN RESTAURANTS.
Author(s) -
J. M. Badiyani
Publication year - 2021
Publication title -
towards excellence
Language(s) - English
Resource type - Journals
ISSN - 0974-035X
DOI - 10.37867/te130127
Subject(s) - loyalty business model , customer satisfaction , marketing , descriptive statistics , loyalty , business , advertising , regression analysis , customer delight , customer retention , psychology , mathematics , statistics , service quality , service (business)
The restaurants business is growing at it's own pace in the world as well as in India. This paperexamines the relationship of customer satisfaction and customer loyalty among customers ofrestaurants in Gujarat state of India. Various factors are used to measured customer satisfaction andcustomer loyalty among customers of restaurants via a structured questionnaire. A sample of 381respondents using convenience sampling was surveyed. The analysis is done using descriptiveanalysis, pearson correlation coefficient, linear regression analysis, t test and ANOVA test. Thepositive correlation is found between customer satisfaction and customer loyalty and thus,coefficients of regression and adjusted R2 are calculated. Among demongraphics, gender, age andincome groups have shown a significant difference of customer satisfaction and customer loyaltywhile education groups didn't show a significant difference of customer satisfaction and customerloyalty. Females are more satisfied and loyal compared to males while less than 25 years of agegroup is the most satisfied and loyal among all age groups. As income increases the satisfaction andloyalty decreases upto the yearly income of rs. 12,00,000. For formulating marketing strategies,further research is required but, the research has thrown light on relationship and demographicgroup comparisons and may be helpful for marketers and further researchers.