Abstract:
The paper intends to determine the role of Customer Relationship Management (CRM) practices on Consumer Buying
Intentions with association of Service Quality in Pakistan. In this quantitative study, online questionnaire survey (n=160)
was collected through “GOOGLE Forms” from people visiting restaurants in Pakistan by random sampling. The Value
Discipline Model and ServQual Model were theoretical underpinning. The Validated scales were adopted and adapted
for all constructs. The AMOS 20 and IBM SPSS 20 were used to apply Structural Equation Modeling (SEM). Customer
Relationship Management activities (B=0.37) and Service Quality (r=0.35) positively affected on customer buying or
purchase intentions. The study provided a sound understanding about the importance and strategic role of customer
relations in Pakistan, which lead to a research platform for future researches. Moreover, the study can be replicated in
cross- cultural context for better results.
