Customer lifetime value: the effect of relational benefits, brand experiences, quality, satisfaction, trust and commitment in the fast-food restaurants

Abstract

PurposeThis study examines factors that affect customer lifetime value (CLV) in fast-food restaurants (FFRs) in Jordan. These factors are relational benefits, brand experiences, service quality (SQ), satisfaction, trust and commitment.Design/methodology/approachAn online survey was collected from a sample of 503 respondents. The authors used SPSS to test the constructs' relationships and analyse the data. SmartPLS was used to test the hypotheses.FindingsIn contrast to previous studies, not all dimensions of brand experiences and relational benefits had a significant and positive influence on relationship marketing outcomes (satisfaction, trust and commitment). On the other hand, results demonstrated that SQ had a significant and positive influence on relationship marketing outcomes. Furthermore, research reveals that satisfaction, trust and commitment significantly and positively influenced CLV.Practical implicationsThose FFRs that seek to enhance CLV should build solid and sustainable bonds with their customers. This paper concludes by stating its implications, its limitations and the opportunities available for future research.Originality/valueThis study, which is unique in the Middle East, includes essential strategies for managing customer relationship that can be universally applied to improve customer benefits and maximise the performance of businesses.

Gen ZY Customers and Trendy Restaurants in Metropolitan City: A Measurement of Price Fairness, Sensory Experience, and Satisfaction

“…Kim et al (2020) demonstrate a favorable and significant influence of sensory characteristics on consumer satisfaction. Dandis et al (2023) discovered no substantial association between sensory experience and customer satisfaction. Based on the explanation above, the next hypothesis proposed in this study is as follows: H4:…”

“…Sensory provides for the visualization of intangible services and can aid in business promotion (Dandis et al, 2023). Han et al (2019) found that the brand experience at a coffeehouse had a considerable impact on customer satisfaction, with the sensory component having the highest coefficient value.…”

“…However, this study did not address components of the customer's sensory experience, which is critical, particularly in restaurants with unique themes such as contemporary. Dandis et al (2023) conducted a study that revealed a link between sensory experience and consumer loyalty. However, this study did not consider the pricing fairness component, which is significant in a restaurant with a modern concept that attracts guests.…”

Consumer patronage intention: role of multi-sensory and atmospheric experiences in retail

“…The influence of sensory and atmospheric experience on commitment has been established (Dandis et al, 2022;Schwaiger and Zehrer, 2022). These experiences can create a sense of commitment towards the mall.…”

“…The influence of sensory and atmospheric experience on commitment has been established (Dandis et al. , 2022; Schwaiger and Zehrer, 2022).…”