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Ammar Ahmed (), Sanober Salman Shaikh (), Rafat Naseer () and Muhammad Asadullah ()
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Ammar Ahmed: Assistant Professor, Department of Management Sciences, MNS-UET, Multan
Sanober Salman Shaikh: Institute of Business Administration, University of Sindh Jamshoro, Pakistan
Rafat Naseer: MSBA, Institute of Southern Punjab Multan
Muhammad Asadullah: Assistant Education Officer, School Education Department Punjab

IBT Journal of Business Studies (JBS), 2019, vol. 15, issue 2, 15-7

Abstract: This study investigated the main effects of service quality and price fairness on customer retention. The study also investigated the moderating role of restaurant location in service quality, price fairness-customer retention relationships. Data collected from 182 customers visiting selected restaurants located in Multan city of Pakistan. The collected data relates to the chosen variables i.e. service quality, price fairness, restaurant location, and customer retention. The significant positive results of linear regression analysis revealed that service quality, price fairness and restaurant location predicted the customer retention. The results of step-wise multiple regression analysis revealed that restaurant location positively moderated the relationship of service quality and customer retention. It also revealed that restaurant location positively moderated the relationship of price fairness and customer retention. This study may have practical implications for human resource managers regarding recruitment decisions. It may have importance for restaurant managers or owners regarding quality of service and pricing plans which are true reflection of the services provided. Similarly, they may give due consideration to the location factor while launching a food service business. On the basis of the findings of the study, conclusions have been made and recommendations and directions for further research have been offered.

Keywords: Service Quality; Price Fairness; Restaurant Location; Customer Retention (search for similar items in EconPapers)
Date: 2019
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DOI: 10.46745/ilma.ibtjbs.2019.152.07

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