Measuring Customer Loyalty Levels

Demographics
Gender Age

Female 16-25 26-45 45-65 65+

Education (highest level attained)

Elementary School High School Undergraduate Masters

Monthly Pocket Money

Rs 3000 Rs 5000 Rs 7000 Rs 10000 Rs 15000 Rs 20000 or

above

Customer Satisfaction
I am satisfied with the food of this restaurant
Strongly disagree Disagree Somewhat Neither agree Somewhat Agre Strongly
disagree nor disagree agree e agree

1 2 3 4 5 6 7
I feel this restaurant give me better satisfaction than competitors
Strongly disagree Disagree Somewhat Neither agree Somewhat Agre Strongly
disagree nor disagree agree e agree

1 2 3 4 5 6 7
I am satisfied with employees of this restaurant
Strongly disagree Disagree Somewhat Neither agree Somewhat Agre Strongly
disagree nor disagree agree e agree

1 2 3 4 5 6 7
Would you recommend a certain restaurant to a friend, based upon your
satisfaction?

Yes No

Based upon your experience and satisfaction would you visit certain restaurant
more frequently?

Yes No
Service level
I was served promptly
Strongly disagree Disagree Somewhat Neither agree Somewhat Agre Strongly
disagree nor disagree agree e agree

1 2 3 4 5 6 7
Employees are patient when taking my order
Strongly disagree Disagree Somewhat Neither agree Somewhat Agre Strongly
disagree nor disagree agree e agree

1 2 3 4 5 6 7
Service here is consistent every time I go
Strongly disagree Disagree Somewhat Neither agree Somewhat Agre Strongly
disagree nor disagree agree e agree

1 2 3 4 5 6 7
I receive exactly what I ordered in the way I placed the order

Strongly disagree Disagree Somewhat Neither agree Somewhat Agre Strongly

disagree nor disagree agree e agree

1 2 3 4 5 6 7
The employees appearance is neat and professional

Strongly disagree Disagree Somewhat Neither agree Somewhat Agre Strongly

disagree nor disagree agree e agree

1 2 3 4 5 6 7
Employees are readily available to answer my questions and concerns

Strongly disagree Disagree Somewhat Neither agree Somewhat Agre Strongly

disagree nor disagree agree e agree

1 2 3 4 5 6 7
Price Sensitivity
I choose to eat from here due to its lower prices
Strongly disagree Disagree Somewhat Neither agree Somewhat Agre Strongly
disagree nor disagree agree e agree

1 2 3 4 5 6 7
If I find lower prices elsewhere I would switch.
 Strongly disagree Disagree Somewhat Neither agree Somewhat Agre Strongly
disagree nor disagree agree e agree

1 2 3 4 5 6 7
I will continue to eat at this restaurant even if the prices are somewhat higher than
competition.
Strongly disagree Disagree Somewhat Neither agree Somewhat Agre Strongly
disagree nor disagree agree e agree

1 2 3 4 5 6 7
How important is the price factor for you?

Important Somewhat Important Not Important

Food quality
The food is served hot and fresh
Strongly disagree Disagree Somewhat Neither agree Somewhat Agre Strongly
disagree nor disagree agree e agree

1 2 3 4 5 6 7
The food is tasty and flavorful
Strongly disagree Disagree Somewhat Neither agree Somewhat Agre Strongly
disagree nor disagree agree e agree

1 2 3 4 5 6 7
Food quality is the key part of my buying decision
Strongly disagree Disagree Somewhat Neither agree Somewhat Agre Strongly
disagree nor disagree agree e agree

1 2 3 4 5 6 7
Thinking about value for money, how would you describe the food quality in
general?

Good value for money Reasonable Bad

Brand identification
I can easily recognize the brand by its logo
Strongly disagree Disagree Somewhat Neither agree Somewhat Agre Strongly
disagree nor disagree agree e agree
 1 2 3 4 5 6 7
When you think of going out to dine which brand comes into your mind?
Strongly disagree Disagree Somewhat Neither agree Somewhat Agre Strongly
disagree nor disagree agree e agree

1 2 3 4 5 6 7
Are you aware of the branches of this restaurant?
Strongly disagree Disagree Somewhat Neither agree Somewhat Agre Strongly
disagree nor disagree agree e agree

1 2 3 4 5 6 7
Self-congruence
The image of a certain restaurant goes with my self-concept
Strongly disagree Disagree Somewhat Neither agree Somewhat Agre Strongly
disagree nor disagree agree e agree

1 2 3 4 5 6 7
I relish every time when visiting this place, the facilities (building, dining area,
waiting areas) feel attractive and comfortable.
Strongly disagree Disagree Somewhat Neither agree Somewhat Agre Strongly
disagree nor disagree agree e agree

1 2 3 4 5 6 7
I like discussing this company even when someone hasn't brought up the subject
Strongly disagree Disagree Somewhat Neither agree Somewhat Agre Strongly
disagree nor disagree agree e agree

1 2 3 4 5 6 7
Ambience
I like the interior of this restaurant
Strongly disagree Disagree Somewhat Neither agree Somewhat Agre Strongly
disagree nor disagree agree e agree

1 2 3 4 5 6 7
Ambiance gives me a lucrative feel
Strongly disagree Disagree Somewhat Neither agree Somewhat Agre Strongly
disagree nor disagree agree e agree

1 2 3 4 5 6 7
I like Air conditioning & Soothing Background music
Strongly disagree Disagree Somewhat Neither agree Somewhat Agre Strongly
disagree nor disagree agree e agree

1 2 3 4 5 6 7
Loyalty
I have greater feeling of belongingness to that restaurant
Strongly disagree Disagree Somewhat Neither agree Somewhat Agre Strongly
disagree nor disagree agree e agree

1 2 3 4 5 6 7
I like to eat at this restaurant because I like its taste
Strongly disagree Disagree Somewhat Neither agree Somewhat Agre Strongly
disagree nor disagree agree e agree / I
love it

1 2 3 4 5 6 7
They have good food products which is why I buy again and again.
Strongly disagree Disagree Somewhat Neither agree Somewhat Agre Strongly
disagree nor disagree agree e agree

1 2 3 4 5 6 7
I eat at this restaurant because I love to eat there
Strongly disagree Disagree Somewhat Neither agree Somewhat Agre Strongly
disagree nor disagree agree e agree

1 2 3 4 5 6 7
Does your preferred restaurant have a loyalty program

Yes No
I am a member of the loyalty program at this restaurant

Yes No
9. How long have you been dining from here?

Less than 12 months 1-2 years 2-3 years 3-4 years 4-5 years 5-6 more
years than 6
years

1 2 3 4 5 6 7
10. What percentage of your total dining from this restaurant?

0-15% 16-30% 31-45% 46-60% 61-75% 76- 91-100%

90%

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