Authors: Ms. Latasha, Dr.Pooja Gupta
Abstract: The restaurant industry has become one of the most customer-driven industries of the global service economy. In a more and more competitive marketplace, it is not enough to attract customers; restaurants must focus on building and maintaining long-term relationships with consumers. The choice of a restaurant is affected by many factors such as food quality, service quality, price value, atmosphere, brand image, trust, customer satisfaction, and digital presence. These determinants influence not only the first choice of a restaurant but also determine customer loyalty and relationship commitment. This literature review examines the existing body of knowledge on restaurant choice behaviour and its implications for consumer relationship building. The review integrates theoretical and empirical research to identify important factors that influence consumer decisions and discusses strategic implications for restaurant managers looking for sustainable customer relationships.
