IMPACT OF PRICE FAIRNESS AND AMBIENCE ON CUSTOMER LOYALITY

Abstract

Purpose- This study was conducted to get an idea about customer satisfaction in Pakistan restaurant industry that highly depends on pricing and ambiance. In this survey many types of restaurants were not included. Design/Methodology-This survey was completed by filling out questionnaires with the help of 250 people. Collected data was analyzed by using different software like; SPSS and PSL-SEM. Practical Implications:According to literature review mixed findings were observed, as clear from our survey that customer satisfaction highly depends on the pricing and ambiance, therefore restaurant owner should pay high attention towards these two attributes.