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@article{189809,
        author = {Dr. Subasish Mohanty and Dr. Shruti Kirti},
        title = {Customer Relationship Management as a Determinant of Customer Loyalty: Evidence from Restaurants in Bhubaneswar},
        journal = {International Journal of Innovative Research in Technology},
        year = {2026},
        volume = {12},
        number = {8},
        pages = {1314-1323},
        issn = {2349-6002},
        url = {https://ijirt.org/article?manuscript=189809},
        abstract = {In an increasingly competitive service environment, customer relationship management (CRM) has emerged as a critical strategic tool for fostering long-term customer loyalty, particularly within the restaurant industry. Drawing conceptual and methodological insights from prior empirical research on CRM and customer loyalty in the Indian restaurant sector, the present study examines the role of CRM in shaping customer loyalty among restaurants in Bhubaneswar. The study specifically investigates how CRM, through its core dimensions of trust and commitment, influences customer loyalty both directly and in conjunction with customer satisfaction and customer perceived value.
The research adopts a quantitative and cross-sectional research design. Primary data are collected from restaurant customers in Bhubaneswar using a structured questionnaire based on established and validated measurement scales. Responses are measured using a five-point Likert scale. Reliability and validity of the constructs are assessed through Cronbach’s alpha and correlation analysis, while multiple regression and mediation analysis are employed to test the hypothesized relationships among customer satisfaction, customer perceived value, CRM, and customer loyalty. The study contributes to the existing literature by offering empirical evidence from a tier-II Indian city and reinforces the strategic importance of CRM in the restaurant industry. Managerially, the findings suggest that restaurant operators should invest in systematic CRM initiatives to build trust, improve customer experiences, and achieve sustainable customer loyalty.},
        keywords = {Customer Relationship Management, Customer Loyalty, Restaurant Industry, Customer Satisfaction, Customer Experiences.},
        month = {January},
        }