A Study on the Association between Customer Satisfaction and Customer Loyalty in the Inhouse Restaurant in Selected Hotels of Ludhiana City

Abstract

In today’s hospitality market scenario so many new budget hotels are emerging. In this competitive market and tough times, hotels are finding difficulty in retaining customers and maintain a suitable standard of hotels' food outlets facilities. The extent of Customers' enjoyment and dedication towards any organization depends on the level of services provided by them. Loyal customers are valuable assets for the company as they keep on repeat visits which lead to the growth of the firm. Therefore, the objective of this research is to look out the association between customer delight and customer returning intention in the food and beverage outlets of budget hotels. A quantitative research methodology was applied to find out the effect of quality of services upon customers' contentment.150 respondents participated in this survey. Correlation and descriptive analysis were conducted to test the hypothesis. Our results show that respondents aren’t satisfied with the services provided by the in-house food service outlets of budget hotels. Additionally, price, food quality, and waiting time is not up to the mark. This research result has many practical implications for budget category hotels food outlets of Ludhiana city. It will guide them to improve the areas of weak performance and will further guide them to achieve customer satisfaction and retention.