Abstract
The objective of the current study is to assess the influence of employee quality performance, customer orientation as the antecedents of customer satisfaction and customer loyalty is the outcome of customer satisfaction of restaurant customer in the context of Bangladesh. The anticipated model aims to enhance the understanding of the influence of employee quality performance, customer orientation on customer satisfaction and consequential effect of customer satisfaction on customer loyalty. 295 customers were assessed with a self-administered questionnaire incorporating purposive judgmental sampling that is a non-probability sampling technique. A second-generation data analysis technique-structural equation modeling partial least square (SEM-PLS) was used to analyze the data and to test the hypothesized relationship. The result of the analysis showed a significant positive influence of employee quality performance and customer orientation on customer satisfaction. Moreover, customer satisfaction has been found having a significant positive relationship with customer loyalty. The study can help the management of the restaurants to realize the significance of employee quality performance and customer orientation on customer satisfaction as well as customer satisfaction on loyalty.
Highlights
Due to intense competition among different companies and industries, marketers are bound to apply different strategies and tactics to get their customers as loyal and to maintain the customers’ loyalty (Keller, 2008)
Based on the criterion three items were deleted from employee quality performance (EQP5, EQP6, and EQP 8) due to the loading found lower than the recommended value
From the ultimate perspective of customer loyalty it is essential to focus on customer satisfaction and customer loyalty is behavioral outcome of customer satisfaction
Summary
Due to intense competition among different companies and industries, marketers are bound to apply different strategies and tactics to get their customers as loyal and to maintain the customers’ loyalty (Keller, 2008). Kandampully et al (2015) recommended that loyal customer can be a source of organizational growth as well as competitive advantage in the industry. Loyal customers can help the organizations to reduce the costs, increase the efficiency and are more willing to purchase with greater quantity if needed and give more business to their preferred organizations (Castaldo, Grosso, Mallarini, & Rindone, 2016). It is indispensable for the marketers to identify the relevant strategies and tactics that can help the organizations to make their customers more loyal. Customer satisfaction is the prerequisite to have loyal customers
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