Exploring the Drivers of Customer Loyalty in the Restaurant Industry:  A Systematic Literature Review and Future Research Agenda

Ni Made Purnami; I Nyoman Nurcaya

doi:10.38043/jimb.v10i1.6066

Authors

Ni Made Purnami Universitas Udayana
I Nyoman Nurcaya Universitas Udayana

DOI:

https://doi.org/10.38043/jimb.v10i1.6066

Keywords:

Restaurant Loyalty, Service Quality, Systematic Literature Review

Abstract

The purpose of this paper is to provide a comprehensive analysis of the determinants of customer loyalty in the restaurant industry and identify opportunities for future research. A systematic literature review was conducted using the PRISMA protocol, involving a final sample of 33 articles published between 2015 and 2024. The databases used include Scopus journals, with inclusion and exclusion criteria applied to ensure relevance and quality. Key factors influencing restaurant loyalty were identified, including satisfaction, service quality, and food quality, which are crucial for fostering long-term relationships and ensuring repeated patronage. Additional significant factors include brand image, price fairness, sensory experiences, sustainable practices, and customer engagement. Enhancing customer satisfaction through excellent service, quality food, and positive dining experiences is paramount for building a loyal customer base. The study highlights key factors for improving customer loyalty in restaurants, such as satisfaction, service quality, and sustainable practices. It offers valuable insights for both academics and practitioners, suggesting future research on mobile food-ordering apps and sustainability. The findings emphasize the importance of understanding these factors to develop effective strategies for enhancing customer satisfaction and loyalty.

Downloads

Download data is not yet available.

References

AbuThahir, S.-B. S., & Krishnapillai, G. (2018). How does the ambience of caf affect the revisit intention among its patrons? AS on the cafes in Ipoh, Perak. MATEC Web of Conferences, 150, 5074.

Agrawal, S. R., & Mittal, D. (2019). How does transparency complement customer satisfaction and loyalty in the restaurant business? Global Business Review, 20(6), 14231444.

Agu, A. G. (2023). Recovery Strategies of a Micro Restaurant in Nigeria: Implications on Customer Satisfaction and Loyalty. Journal of African Business, 24(3), 363383. https://doi.org/10.1080/15228916.2022.2087442

Anyasor, M. O., & Njelita, C. (2020). Customer loyalty and patronage of quick service restaurant in Nigeria. British Journal of Marketing Studies (BJMS).

Bahri-Ammari, N., Van Niekerk, M., Ben Khelil, H., & Chtioui, J. (2016). The effects of brand attachment on behavioral loyalty in the luxury restaurant sector. International Journal of Contemporary Hospitality Management, 28(3), 559585. https://doi.org/10.1108/IJCHM-10-2014-0508

Bihamta, H., Jayashree, S., Rezaei, S., Okumus, F., & Rahimi, R. (2017). Dual pillars of hotel restaurant food quality satisfaction and brand loyalty. British Food Journal, 119(12), 25972609. https://doi.org/10.1108/BFJ-07-2016-0344

Cankl, D., Kaya, S., & Kzlta, M. . (2024). The effect of gastronomic experience on restaurant image, customer perceived value, customer satisfaction and customer loyalty. International Journal of Gastronomy and Food Science, 36(November 2023), 100908. https://doi.org/10.1016/j.ijgfs.2024.100908

Cha, J. M., & Borchgrevink, C. P. (2019). Customers perceptions in value and food safety on customer satisfaction and loyalty in restaurant environments: moderating roles of gender and restaurant types. Journal of Quality Assurance in Hospitality and Tourism, 20(2), 143161. https://doi.org/10.1080/1528008X.2018.1512934

Chen, Q., Huang, R., & Zhang, A. (2020). A bite of nostalgia: The influence of nostalgia in consumers loyalty intentions at traditional restaurants. Journal of Hospitality and Tourism Management, 45(July), 604614. https://doi.org/10.1016/j.jhtm.2020.10.016

Dirsehan, T., & Cankat, E. (2021). Role of mobile food-ordering applications in developing restaurants brand satisfaction and loyalty in the pandemic period. Journal of Retailing and Consumer Services, 62(April). https://doi.org/10.1016/j.jretconser.2021.102608

Dolezal, C., & Novelli, M. (2022). Power in community-based tourism: empowerment and partnership in Bali. Journal of Sustainable Tourism, 30(10), 23522370.

Espinosa, J. A., Ortinau, D. J., Krey, N., & Monahan, L. (2018). Ill have the usual: how restaurant brand image, loyalty, and satisfaction keep customers coming back. Journal of Product and Brand Management, 27(6), 599614. https://doi.org/10.1108/JPBM-10-2017-1610

Heidarzadeh Hanzaee, K., & Esmaeilpour, F. (2017). Effect of restaurant reward programs on customers loyalty: evidence from Iran. Journal of Islamic Marketing, 8(1), 140155. https://doi.org/10.1108/JIMA-11-2015-0085

Huang, C. C., & Chen, S. E. (2022). Establishing and Deepening Brand Loyalty through Brand Experience and Customer Engagement: Evidence from Taiwans Chain Restaurants. Journal of Quality Assurance in Hospitality and Tourism, 23(1), 217239. https://doi.org/10.1080/1528008X.2020.1864565

Ing, P. G., Zheng Lin, N., Xu, M., & Thurasamy, R. (2020). Customer loyalty in Sabah full service restaurant. Asia Pacific Journal of Marketing and Logistics, 32(7), 14071429. https://doi.org/10.1108/APJML-07-2019-0437

Jin, Naehyun (Paul). (2015). Moderating Role of Relationship Quality on the Link between Restaurant Experiences and Customer Loyalty for the Market of Mature Customers. Journal of Quality Assurance in Hospitality and Tourism, 16(3), 259282. https://doi.org/10.1080/1528008X.2015.1013410

Jin, Naeyhun (Paul), Line, N. D., & Merkebu, J. (2016). The Impact of Brand Prestige on Trust, Perceived Risk, Satisfaction, and Loyalty in Upscale Restaurants. Journal of Hospitality Marketing and Management, 25(5), 523546. https://doi.org/10.1080/19368623.2015.1063469

Kim, M. J., & Hall, C. M. (2020). Can sustainable restaurant practices enhance customer loyalty? The roles of value theory and environmental concerns. Journal of Hospitality and Tourism Management, 43(January), 127138. https://doi.org/10.1016/j.jhtm.2020.03.004

Kim, M. S., & Stepchenkova, S. (2018). Examining the impact of experiential value on emotions, self-connective attachment, and brand loyalty in Korean family restaurants. Journal of Quality Assurance in Hospitality and Tourism, 19(3), 298321. https://doi.org/10.1080/1528008X.2017.1418699

Kukanja, M., Gomezelj Omerzel, D., & Kodri, B. (2017). Ensuring restaurant quality and guests loyalty: an integrative model based on marketing (7P) approach. Total Quality Management and Business Excellence, 28(1314), 15091525. https://doi.org/10.1080/14783363.2016.1150172

Kwon, J.-H., Jung, S.-H., Choi, H.-J., & Kim, J. (2021). Antecedent factors that affect restaurant brand trust and brand loyalty: focusing on US and Korean consumers. Journal of Product & Brand Management, 30(7), 9901015.

Kwon, J. H., Jung, S. H., Choi, H. J., & Kim, J. (2020). Antecedent factors that affect restaurant brand trust and brand loyalty: focusing on US and Korean consumers. Journal of Product and Brand Management, 30(7), 9901015. https://doi.org/10.1108/JPBM-02-2020-2763

Lego, Y., & Nellia, N. (2023). FACTORS AFFECTING CUSTOMER LOYALTY WITH SATISFACTION MEDIATION AT THE KINTAN BUFFET RESTAURANT. International Journal of Application on Economics and Business, 1(4), 25222534.

Lim, K. A., Ham, S., Moon, H. Y., Jang, Y. J., & Kim, C. S. (2022). How does food choice motives relate to subjective well-being and loyalty? A cross-cultural comparison of vegan restaurant customers in South Korea and Singapore. Journal of Foodservice Business Research, 25(2), 168208. https://doi.org/10.1080/15378020.2021.1935188

Londoo-Giraldo, B., Lpez-Ramrez, Y. M., & Vargas-Piedrahita, J. (2024). Engagement and loyalty in mobile applications for restaurant home deliveries. Heliyon, 10(7). https://doi.org/10.1016/j.heliyon.2024.e28289

Martinez-Ruiz, M. P., Ruiz-Palomino, P., Izquierdo-Yusta, A., & Pick, D. (2023). The influence of food values on satisfaction and loyalty: Evidence obtained across restaurant types. International Journal of Gastronomy and Food Science, 33(December 2022). https://doi.org/10.1016/j.ijgfs.2023.100770

Moorthy, K., En Chee, L., Chuan Yi, O., Soo Ying, O., Yee Woen, O., & Mun Wei, T. (2017). Customer loyalty to newly opened cafs and restaurants in Malaysia. Journal of Foodservice Business Research, 20(5), 525541. https://doi.org/10.1080/15378020.2016.1222743

Naini, N. F., Santoso, S., Andriani, T. S., Claudia, U. G., & Nurfadillah, N. (2022). The effect of product quality, service quality, customer satisfaction on customer loyalty. Journal of Consumer Sciences, 7(1), 3450.

Pan, H., & Ha, H. Y. (2021). An empirical test of brand love and brand loyalty for restaurants during the covid-19 era: A moderated moderation approach. Sustainability (Switzerland), 13(17). https://doi.org/10.3390/su13179968

Peng, N., Chen, A., & Hung, K. P. (2017). The effects of teppanyaki restaurant stimuli on diners emotions and loyalty. International Journal of Hospitality Management, 60, 112. https://doi.org/10.1016/j.ijhm.2016.09.010

Satti, Z. W., Babar, S. F., & Parveen, S. (2023). Role of Customer Satisfaction as a Mediator between Sensory Marketing and Customer Loyalty: A Case of Pakistani Restaurant Industry. Journal of International Food and Agribusiness Marketing, 35(5), 559581. https://doi.org/10.1080/08974438.2022.2049415

Severt, K., Shin, Y. H., Chen, H. S., & DiPietro, R. B. (2022). Measuring the Relationships between Corporate Social Responsibility, Perceived Quality, Price Fairness, Satisfaction, and Conative Loyalty in the Context of Local Food Restaurants. International Journal of Hospitality and Tourism Administration, 23(3), 623645. https://doi.org/10.1080/15256480.2020.1842836

Shapoval, V., Murphy, K. S., & Severt, D. (2018). Does service quality really matter at Green restaurants for Millennial consumers? The moderating effects of gender between loyalty and satisfaction. Journal of Foodservice Business Research, 21(6), 591609. https://doi.org/10.1080/15378020.2018.1483698

Sofia, A., Pangaribuan, C. H., & Sitinjak, M. F. (2020). Factors of coffee shop revisit intention and word-of-mouth mediated by customer satisfaction. Manajemen Dan Bisnis, 19(1).

Sun, K. A., & Moon, J. (2023). Assessing Antecedents of Restaurants Brand Trust and Brand Loyalty, and Moderating Role of Food Healthiness. Nutrients, 15(24), 116. https://doi.org/10.3390/nu15245057

Toshmirzaev, D., Ahn, Y. J., Kiatkawsin, K., Sutherland, I., & Zielinski, S. (2022). The effect of corporate social responsibility on trustful relationship, supportive communication intention, and brand loyalty of ethnic halal restaurants. Frontiers in Psychology, 13(October), 112. https://doi.org/10.3389/fpsyg.2022.1022835

Trivedi, J., & Sama, R. (2021). Determinants of consumer loyalty towards celebrity-owned restaurants: The mediating role of brand love. Journal of Consumer Behaviour, 20(3), 748761. https://doi.org/10.1002/cb.1903

Uddin, M. B. (2019). Customer loyalty in the fast food restaurants of Bangladesh. British Food Journal, 121(11), 27912808. https://doi.org/10.1108/BFJ-02-2019-0140

Wang, S.-T. E., Lin, H.-C., & Lee, Y.-T. (2024). Effect of place attachment on consumers place preference and repatronage intention toward coffee shops. British Food Journal, 126(3), 10831098.

Wu, H. C., & Cheng, C. C. (2018). What Drives Experiential Loyalty Toward Smart Restaurants? The Case Study of KFC in Beijing. Journal of Hospitality Marketing and Management, 27(2), 151177. https://doi.org/10.1080/19368623.2017.1344952

Xu, J. (Bill), Prayag, G., & Song, H. (2022). The effects of consumer brand authenticity, brand image, and age on brand loyalty in time-honored restaurants: Findings from SEM and fsQCA. International Journal of Hospitality Management, 107(September), 103340. https://doi.org/10.1016/j.ijhm.2022.103340

Zhong, Y., & Moon, H. C. (2020). What drives customer satisfaction, loyalty, and happiness in fast-food restaurants in china? Perceived price, service quality, food quality, physical environment quality, and the moderating role of gender. Foods, 9(4). https://doi.org/10.3390/foods9040460

Zhou, Q., Pu, Y., & Su, C. (2023). The mediating roles of memorable tourism experiences and destination image in the correlation between cultural heritage rejuvenation experience quality and revisiting intention. Asia Pacific Journal of Marketing and Logistics, 35(6), 13131329.