Impact of Customer Relationship Management on Customer Loyalty: A Study on Restaurants of Moradabad

Abstract

The competitive environment in the restaurant industry in today's scenario adds additional obstacles in achieving the loyalty of customer. To enhance total performance and shape enhanced relationships among probable consumers, customer loyalty is crucial. Through extraordinary levels of customer satisfaction, brand understanding and customer relationship management, the customer's relationship to the business increases the overall performance of the company significantly. The research focuses on the effect of customer perceived value and customer satisfaction on the loyalty of customer. The research will also help to assess the mediators’ influence in this correlation with customer relationship management. Primary motive overdue of this work is to identify crucial steps in service sector is to improve customer loyalty absolutely. At present there ensues a limited research in the relationship between these variables, specifically in the restaurant sector in Moradabad. The research will also look at ways to improve customer loyalty dramatically. The development of the study was centered on quantifiable study and therefore primary data was gathered, 5 point Likert-scale and Statistical Package for the Social Sciences software were routined to measure outcomes. Convenience random sample approach had been used to collect data. A variety of measures have been applied in order to assess validity and reliability and in addition, the report recommends that customer relationship management, customer value and customer satisfaction are major motorists for building customer loyalty. Finally, the research explored methods of doing future research that could be useful.