Customer Loyalty In Restaurant

Loyalty:

The customer loyalty is the most persist asset of any company; many scholars have defined it as central concept of Marketing (Toufaily et al, 2013). Evolving and maintain the consumer’s loyalty towards the company results in lasting relationship that is beneficial for both, the companies and customers (Pan et al., 2012). The researchers have found that the Loyal customer rarely change the brand, are consenting to pay more and show higher buying interest. (Evanschitzky et al., 2012).

The brand loyalty has been defined by different ways according to different fields. For the restaurant industry the (Oliver,1999) “A well bound ought to purchase again or purchase without switching on substitute brand of a specific product or service in

The repeat purchase by customer rely under the behavioral aspect, which indicates a fondness for a brand or a service by the time (Bowen and Shoemaker, 1998). The other aspect, Attitude, tells about the consumer’s intentions to purchase again and referring the Brand to people around, socially influencing others to purchase the brand which is the evidence of customer’s loyalty (Getty and Thompon, 1994). The customer who have the behavior as mentioned above is more likely to stay with the company for a longer period of time. There are many theories regarding the influencing factors of customer loyalty, but no particular and defined framework was developed before (Gremler and Brown, 1997). Tough according to (Gremler and Brown1997; Cronin and Taylor, 1992) the closest influencing factors are Service Quality which leads to customer trust and Customer Satisfaction. There are some other factors such a, that enables the consumer to identify the different options and switch the brands available are meant to be the indirect influencing factors of the consumer loyalty. (Selnes, 1993; Gremler and Brown,

2007). Our everyday life and business activities are effected by different elements including atmosphere. Atmosphere leads to customer satisfaction, Loyalty and a positive word of mouth, leading the business towards growth and success (Thompson, 1967). Atmosphere is an administrable element and can be changes as customer satisfaction, enhancing the restaurant performance. The atmospheric enhancement is really costly and risk, sometimes it may not work and cause heavy losses due to less customer satisfaction. (Thompson, 1967). Researchers face problem while doing research on atmosphere because term atmosphere is not clear itself. Many researchers find out the most effecting elements of atmosphere that are considered as the main elements including layout, music, lights and staff behavior (e.g. Turley and Milliman, 2000; Dunne and Lusch, 2008). Another study tells us that environment of a Resturant or any service providing firm has an impact on consumers and their choice making procedure which increase by the time (Kotler, 1973). There are certain other channels that communicate in retail enviornement, the one is non verbal channel, perception is created through the sensory factors and customers start believing in the places, services and goods. (eg. Bateson and Hoffiman, 2001); Kotler, 1973). The environment is not only beneficial for the