Predictors of customer loyalty: A mediation analysis

Customer loyalty in the world of cut throat completion is the only way out for an organisation to excel the heights of success. This paper is an endeavor to study the predictors of customer loyalty with respect to restaurants. The objective of the study is to analyze the relationship among service quality perception, satisfaction and loyalty of customers visiting the restaurants. The data for the study has been collected from 250 such customers. The results revealed that there exists a positive relationship between service quality and customer loyalty; service quality and customer satisfaction; customer satisfaction and customer loyalty. Further the mediating role of customer satisfaction has been investigated in the relationship between customer loyalty and service quality relationship and it has been found that customer satisfaction partially mediate the relationship. These findings provide considerable evidence for the need of improving different components of service quality in order to win over the loyalty of customers.