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CAN CUSTOMER RELATIONS EDIFY THE PURCHASE INTENTIONS? AN ASSESSMENT WITH SERVICE QUALITY IN RESTAURANT

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dc.contributor.author Sulman, S.
dc.contributor.author Ayyub, R.M.
dc.date.accessioned 2022-10-13T10:15:13Z
dc.date.available 2022-10-13T10:15:13Z
dc.date.issued 2019-06-15
dc.identifier.citation Sulman, S., & Ayyub, R. M. (2019). Can customer relations edify the purchase intentions? An assessment with service quality in restaurant. Pakistan Journal of Science, 70(1). en_US
dc.identifier.issn 0030-9877
dc.identifier.uri http://142.54.178.187:9060/xmlui/handle/123456789/13099
dc.description.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. en_US
dc.language.iso en en_US
dc.subject Customer Relationship Management (CRM) en_US
dc.subject Consumer Purchase/Buying Intentions en_US
dc.subject Service Quality en_US
dc.subject Restaurant Industry en_US
dc.title CAN CUSTOMER RELATIONS EDIFY THE PURCHASE INTENTIONS? AN ASSESSMENT WITH SERVICE QUALITY IN RESTAURANT en_US
dc.type Article en_US


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