Examining Consumer Loyalty, Internet of Things (IoT), and Theme Restaurants in the Delhi Region: An Empirical Study

Examining Consumer Loyalty, Internet of Things (IoT), and Theme Restaurants in the Delhi Region: An Empirical Study

Pooja Ahuja (SVN University, Sagar, India) and Pankaj Tiwari (SVN University, Sagar, India)
Copyright: © 2020 |Pages: 12
DOI: 10.4018/IJKBO.2020100101
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The research is conducted keeping in view the new trend of theme restaurants in India. Theme restaurants are not very famous in India. But people look for more than food in a restaurant. They want to have good experience along with food. So, ambience, crowd, and other aspects come into the scenario. The theme industry is not dominated by any major players, but there are some players like Pind Baluchi, Haveli that are doing good. Theme restaurants target different age groups. They are considered to be expensive. Customer loyalty is the new marketing now. Loyal customers not only help in generating profits but also spread positive reviews about the product or service. It helps in generating new customers and creates publicity without any promotional efforts. There are four types of loyalty: true loyalty, spurious loyalty, latent loyalty, and no loyalty. It is based on behavioral and attitudinal aspects of customers. Out of four types of loyalty, the type of loyalty for theme restaurants in Delhi/NCR is determined in this study. This can be helpful for existing players as well as for new entrants. They can understand the current scenario or level of loyalty in theme restaurant business. The study has determined the factors that can impact customer loyalty in theme restaurants in Delhi/NCR. If any new entrant comes, they can design their offerings based on the factors. This in turn can help them in bringing customer loyalty. For existing players, they can revise their services and offerings based on the determined factors.
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Theme restaurants and bars as a retail concept have been observed to be appealing to customers and have thus proved to be a lucrative endeavor for many retailers in India. Retail experts feel authenticity of the décor is one important ingredient in the context of attracting customer that there are several key factors, which have triggered the growth of theme restaurants and bars in India. Theme bars and restaurants have been found to be innovative by not only appealing to the imagination of the customers but also increasing the footfalls at their shops. The footfalls at restaurants and bars. At Orient Express, in order to ensure the authenticity factor, the crockery, cutlery, glassware and linen are manufactured by those who manufacture these articles for an actual train. The upholstery, the pictures on the walls, the lampshades and the flower vases have designs similar to that of a train. Another important success factor for the theme restaurants and bars has been the menu which needs to gel with the overall theme and ambience of the restaurant or bar. The thought behind a particular theme has also yielded rich dividends to restaurateurs and bar owners. The buzz factor has also been considered as one important reason for the emergence of theme restaurants and bar across the country. A theme restaurant’s ultimate goal is to create an experience which draws customers for repeat visits. However, according to Tourist Attractions & Parks, 75% of people go to a non-theme restaurant for good food. In contrast, 10% to 15% go for the food in theme restaurants. The theme restaurant segment struggled during the late 1990s and into this decade. Theme restaurants have a history of pursuing breakneck expansion plans. For quite some time, all the new openings create strong earnings momentum. In most cases, though, customer fascination wears off, repeat business disappears, and market saturation dooms further growth.

Theme restaurants were designed to provide customers with not only a meal, but also an entertaining experience. After a fast rise in (quality of being liked a lot or done a lot) in the early to mid-1990s, theme restaurants began to experience a decline in (out of all the people who buy a product (like a car), how many people buy it from a particular company). As this part/section of the restaurant industry experiences the downsizing of many once popular brands, it is extremely important that (acts of asking questions and trying to find the truth about something) are begun/tried to decide/figure out the causes of this decline. Many (people who work to find information) have attributed customer happiness (from meeting a need or reaching a goal) and later return intent as key indicators (related to/looking at/thinking about) the success of a restaurant. Although (large/relatively large) research has been managed and did/done on these indicators in the service industry, none has focused on theme restaurants especially. Relying upon expectancy disconfirmation explanation (of why something works or happens the way it does), this study adds to the existing body of customer happiness (from meeting a need or reaching a goal) books by examining four theme restaurant attributes (food quality, service quality, atmosphere, and (pretty, inexpensive toy / new, surprising quality)) and their influence on return intent. Interestingly, customers were least made happy (by meeting a need or reaching a goal) with (pretty, inexpensive toy / new, surprising quality). Further, customer happiness (from meeting a need or reaching a goal) with theme restaurant food quality and atmosphere were the only significant attributes influencing return intent. To determine and measure the customer loyalty for theme restaurants in Delhi. The following are the objectives of the study.

  • To understand and determine the factors that derives customer loyalty for theme restaurants.

  • Why it should be implemented in the food service industry

  • How it can be implemented in this industry

  • What are the future trends in IoT

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