Relationship between consumer experience clues and consumer loyalty in restaurant business in Pokhara, Nepal | |
| Author | Adhikari, Ujjwal |
| Call Number | AIT RSPR no.SM-20-13 |
| Subject(s) | Relationship marketing--Nepal Customer loyalty--Nepal |
| Note | A research submitted in partial fulfillment of the requirements for the degree of Master of Business Administration |
| Publisher | Asian Institute of Technology |
| Abstract | Concerning the challenging and highly competitive market environment in the Nepalese restaurant business, this study emphasis on the future success of restaurant industry relies on delivering a unique and holistic experience. It is recognized that the underpinning critical success for the restaurant industry is building consumer loyalty through the establishment of the total consumer experience. A review of literature indicates a common consensus that the perceived consumer quality, value and satisfaction are the major determinants of building customer loyalty. The main objective of the research is to study the relationship of consumer experience clues and consumer loyalty along with their mediating factors in the restaurant industry of Pokhara city. Consumer experience has been defined as involving three components: functional clues, humanic clues, and mechanic clues. All these components have been investigated individually to analyze their impacts on the customer loyalty. Based on the reviewed literatures, the relationship of experience clues with consumer loyalty has been hypothesized. The quantitative research methodology and sampling survey was undertaken yielding a sample size of 300 respondents. |
| Year | 2020 |
| Type | Research Study Project Report (RSPR) |
| School | School of Management (SOM) |
| Department | Other Field of Studies (No Department) |
| Academic Program/FoS | Master of Business Administration (MBA) (Publication code=SM) |
| Chairperson(s) | Ransom, Lakeesha K. |
| Examination Committee(s) | Vimolwan Yukongdi;Badir, Yuosre F. M. |
| Scholarship Donor(s) | Asian Institute of Technology Fellowship |
| Degree | Research Studies Project Report (M. BA.) - Asian Institute of Technology, 2020 |