Customer Experience Management: Analysis of Customer Retention in Restaurants in Anambra State, Nigeria

• Autorzy: Cosmas Anayochukwu Nwankwo , MacDonald Isaac Kanyangale

Warianty tytułu

Zarządzanie doświadczeniami klienta: analiza zatrzymania klientów w restauracjach w stanie Anambra w Nigerii

• Języki publikacji: EN

Abstrakty

EN

This study examined the effect of customer experience management (CEM) on customer retention in restaurants in Anambra State, Nigeria. Specifically, the study sought to investigate the influence of affective customer experience, cognitive customer experience, physical customer experience and social-identity customer experience on customer retention in restaurants in Anambra State, Nigeria. The study adopted a survey research method. The study found that affective customer experience, cognitive customer experience, physical customer experience and social-identity customer experiences have a significant effect on customer retention in restaurants in Anambra State, Nigeria. Based on the foregoing, the study concluded that CEM had a significant effect on customer retention in restaurants in Anambra State, Nigeria. The study recommended, amongst others, that management of restaurants should deliberately focus on humanic clues in terms of providing a conducive environment, especially one that is always clean for its customers. (original abstract)

W artykule przedstawiono wpływ zarządzania doświadczeniami klientów (CEM) na utrzymanie klientów w restauracjach w stanie Anambra w Nigerii. Badanie miało na celu przedstawienie wpływu afektywnego doświadczenia klienta, poznawczego doświadczenia klienta, fizycznego doświadczenia klienta oraz doświadczenia klienta opartego na tożsamości społecznej w kontekście utrzymania klientów w restauracjach w stanie Anambra w Nigerii. W artykule przyjęto metodę badań ankietowych. Badanie wykazało, że afektywne doświadczenie klienta, poznawcze doświadczenie klienta, fizyczne doświadczenie klienta oraz doświadczenia klienta związane z tożsamością społeczną mają znaczący wpływ na utrzymanie klientów w restauracjach w stanie Anambra w Nigerii. Na podstawie powyższego badania stwierdzono, że CEM miał znaczący wpływ na utrzymanie klientów w restauracjach w stanie Anambra w Nigerii. We wnioskach zalecono między innymi, aby kierownictwo restauracji celowo skupiało się na wytycznych humanitarnych w zakresie zapewniania sprzyjającego środowiska, zwłaszcza takiego, które jest zawsze higieniczne dla klientów. (abstrakt oryginalny)

Słowa kluczowe

EN

Customer Experience Management (CEM); Customer loyalty; Identity; Catering establishments

PL

Zarządzanie doświadczeniem klienta; Lojalność klientów; Tożsamość; Placówki gastronomiczne

• Czasopismo: Marketing Instytucji Naukowych i Badawczych
• Rocznik: 2023
• Numer: nr 3 (49)
• Strony: 1--26

Twórcy

autor

Cosmas Anayochukwu Nwankwo

• Kozminski University, Warszawa

autor

MacDonald Isaac Kanyangale

• University of KwaZulu Natal, Durban, South Africa

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Identyfikatory

DOI

10.2478/minib-2023-0013