Hobe Sound: International Association of Organizational Innovation
This study aims to investigate the structural relationships among relational benefits, customer satisfaction, and customer loyalty in the chain store restaurants. Based on a theoretical background literature review, three types of customer relational benefits were determined: psychological, social, and special treatment benefits. Theoretical relationships among relational benefits, customer satisfaction, and customer loyalty were derived from the review of literature, and a theoretical model was proposed. The proposed model was then tested employing data collected from 267 customers of chain store restaurants. The results of subsequent analysis of the data indicated that relational benefits influence customer loyalty, and customer satisfaction with employees influence customer loyalty. In addition, the impact of which is partially mediated by satisfaction with employees. The managerial implications of these findings are discussed in the latter part of this article.
International Journal of Organizational Innovation 7(1), pp.46-56