• Login
    View Item 
    •   DBS eSource Home
    • Masters Dissertations
    • Business & Management
    • View Item
    •   DBS eSource Home
    • Masters Dissertations
    • Business & Management
    • View Item
    JavaScript is disabled for your browser. Some features of this site may not work without it.

    Customer loyalty and customer retention in services industry with a specific focus on the restaurant industry

    View/Open
    Restricted Access (7.501Mb)
    Author
    Schaeffer, Emilie
    Date
    2007
    Degree
    MA in Marketing
    URI
    http://hdl.handle.net/10788/1445
    Publisher
    Dublin Business School
    Rights holder
    http://esource.dbs.ie/copyright
    Rights
    Items in Esource are protected by copyright. Previously published items are made available in accordance with the copyright policy of the publisher/copyright holder.
    Metadata
    Show full item record
    Abstract
    Motivation: A lot of restaurant guess that service loyalty is important for future business growth but most of the time managers know neither ins and outs from customer loyalty nor the marketing strategy to set up to reach loyalty. Problem statement: The purpose of this work is to demonstrate how firms in the restaurant industry, have to set up a service marketing strategy, in a relationship marketing orientation, to establish customer loyalty and to retain customer by including factors that influence service experience in order to take advantage of service loyalty benefits. Approach: First a literature review has been done to explain the main theory, framework and models concerning service loyalty. Then a quantitative research has been conducted through questionnaire survey among restaurants managers based on a census in order to get a deep understanding about their marketing strategy, their opinions and knowledge about loyal customers. Finally, focus group sessions have been set up to provide new insight by identifying from the customer side, trends and patterns about customer loyalty in restaurants. The purpose was to know why customers do/don't stay loyal and which elements impact on their loyalty when they go to eat in a restaurant. Results: The findings show the paramount necessity of customer loyalty for restaurant but also of all the prerequisite and factors affecting the loyalty such as customer satisfaction, service quality, staff competences, servicescape quality and word of mouth. Benefits from loyalty are mentioned but also the importance of service recovery for loyalty in case of failure. Originality / Value: Lots of studies have been done about customer loyalty for consumers goods in general but also about services industry. However this report has a value added compared with the others studies because it focuses on restaurant sector only. In service loyalty, literature speaks essentially about hotel, bank industry but few deal with restaurants. Hence this study fills the gap between the literature and the reality which makes its originality and value.
    Collections
    • Business & Management

    Browse

    All of DBS eSourceCommunities & CollectionsBy Issue DateAuthorsSupervisorTitlesSubjectsThis CollectionBy Issue DateAuthorsSupervisorTitlesSubjects

    My Account

    LoginRegister

    Statistics

    View Usage Statistics

    DSpace software copyright © 2002-2023  DuraSpace
    Contact Us | Send Feedback
    DSpace Express is a service operated by 
    Atmire NV