ASSESSING THE IMPACT OF SERVICE QUALITY AND CRM ON CUSTOMER LOYALTY: A STUDY OF MULTICUISINE RESTAURANTS IN CHENNAI
Abstract
This study looks into how customer satisfaction, service quality, and customer relationship management (CRM) on customer loyalty in a multicuisine restaurant in Chennai. A quantitative research design was employed to gather data from 50 restaurant patrons using a structured questionnaire containing verified Likert-scale items.The analysis, performed with SPSS Statistics 25, to find the relationships between the main constructs of customer loyalty, customer relationship management, customer happiness, and service quality The relationships between the main constructs of customer loyalty, customer relationship management, customer happiness, and service quality Research shows a strong positive association. among Customer satisfaction and service quality, customer loyalty and customer relationship management, and service quality and customer loyalty. The results show that in the restaurant business, excellent service quality and effective CRM strategies are crucial factors in determining patron satisfaction and loyalty. For restaurant managers looking to increase customer retention and obtain a competitive advantage through targeted improvements in relationship management and service delivery, this investigation provides useful takeaways.
Keyword : Service Quality Multicuisine restaurants customer retention loyalty
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