How customer service impacts brand loyalty in the Durban privately owned restaurant industry

Abstract

The following study into the impact of customer service on brand loyalty in the Durban privately owned restaurant industry serves to explore customer service as an influencing factor in restaurant’s business success due to the opportunity for restaurants to leverage their customer service offering to gain business success. The study followed a Qualitative, Interpretivistic approach with a reinforcing Quantitative element by using interviews and surveys to collect data and the content analysis approach to draw findings and conclusions from the collected data. The study uncovered insight into the direct relationship between customer service, levels of satisfaction derived from this service and the influence this has on customer’s propensity towards repeat patronage and brand loyalty. The study also gained insight into customer service itself as a factor influencing customer’s repeat patronage and finally, prominent customer values and expectations of a restaurant’s customer service were uncovered. Conclusions from the study allowed for various recommendations to be made for restaurant owners and managers to allow them to improve their offering to encourage business success. It is recommended that restaurants focus more on the outlined factors that customers expect and value from them as well a focus on engaging with customers for their feedback to ensure alignment between customers and the restaurant.