Retaining customer loyalty when moving to a new location: A case study on a small restaurant

Abstract or Summary

The restaurant was opened recently. Due to the reconstruction of the building, the owner is considering moving the restaurant to a new location. The research aims to discuss how location and other factors affect customer loyalty and how to retain customers when moving to a new location. To analyse and explain the aims, the researcher conducted an interview with the owner of the restaurant and used two questionnaires, one for the customers of the restaurant (30 sampling) and another for potential restaurant goers (30 sampling). The research method used a combination of quantitative and qualitative methods. The research is still under development and not yet complete, therefore only part of results and recommendations are illustrated. The restaurant has a relatively large group of loyal customers. Location plays only a small role in customer behaviour for choosing a restaurant. Accessibility, surroundings and affordability need to be considered when choosing location.