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.
