Impact of affective component on service: A study of customer satisfaction-loyalty relationship in restaurant setting

Goal of this study to understand the impact of affective component on customer satisfaction and brand loyalty in service encounters. This study explore the role of emotions in service marketing and analyze key concept of cognitive and affective component in consumer satisfaction-brand loyalty relationship. This study examine there is relationship between customer emotional satisfaction, service quality, customer brand loyalty, and relationship quality within a restaurant setting. Ten restaurants of Lucknow city participated in the study. 100 customers were surveyed for convenience of research. Non probability convenience sampling was used to collect primary data from respondents. This study emphasized affective component play vital role in consumer satisfaction and brand loyalty relationship in a long run.