Keywords
heritage
food outlets
customer loyalty
hospitality
How to Cite
Abstract
This paper focuses on the role of lifestyle, eating habits and ethnicity of the people of Jammu region influencing repeat behaviour towards the choice of restaurants. Taking into account an extensive literature review, the trend of dining out with one’s family has increased and boosted restaurant entrepreneurship. A few studies revealed the relationship between Ethnicity, Thematic Representation and Heritage. As mentioned, there is a lack of information in the literature regarding the customers’ loyalty and their culinary preferences in the context of India, hence this study targets the local population and their loyalty towards their favourite restaurants based on their ethnicity and culture in an attempt to contribute to the existing literature and also to understand the influence of the said variables on the loyalty of the indigenous population of Jammu. In order to examine the symmetry and distribution of data, skewness and kurtosis were found well within the limits. An administered questionnaire was developed and run through SmartPLS in addition to examining the common method bias and reliability of the instrument developed. All the values were found to be well within the range. Finally, to test the hypotheses, multiple regression analysis was run and the values obtained were found to be statistically significant. Keywords: ethnicity, heritage, food outlets, customer loyalty, hospitality.
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