Effect of Servicescape and Nourishment Quality on Client’s Loyalty in Fine Dining Restaurants: A Statistical Investigation

Abstract

The determination of this study was to find out the impact of servicescape and nourishment quality on customer’s loyalty in fine dine restaurants. A total of 435 paying customers having age 18–60 years from fine dining restaurants of Jaipur were selected by using convenience sampling for this cross-sectional study. The data related to customer loyalty, servicescape, and nourishment quality was collected by using a self-structured questionnaire. A regression model is developed using generalized linear model technique due to the presence of heteroscedasticity in the data. All the parameters used in this study have been tested using appropriate statistical test. In continuation with analysis, t-test results revealed that there is no significant difference between the service, loyalty, and nourishment quality in context to gender, there is a significant difference among the customer’s marital status in context to nourishment quality while insignificant differences found in context to loyalty and service given to customers, an insignificant difference among the customer’s occupation in context to nourishment quality, service, and loyalty, significant difference among the various house hold size group in context to nourishment quality while insignificant differences were found in case of service and loyalty, on the other side, ANOVA results revealed an insignificant difference among the various education group in context to nourishment quality, service, and loyalty, significant difference among the various house hold size group in context to nourishment quality, insignificant differences were found in case of service and loyalty, significant difference among the various income group in context to nourishment quality and service, insignificant differences were found in case of loyalty, significant difference in the service and nourishment quality in context to international exposure while insignificant differences were found in case of loyalty, significant difference in the loyalty in context to customer’s frequency while insignificant differences were found in case of service and nourishment quality. Hence, it is concluded that servicescape and nourishment quality have a great impact on customer’s loyalty specially in fine dining restaurants.