Examining Consumer Loyalty, Internet of Things (IoT), and Theme Restaurants in the Delhi Region: An Empirical Study

The research is conducted keeping in view the new trend of theme restaurants in India. Theme restaurants are not very famous in India. But people look for more than food in a restaurant. They want to have good experience along with food. So, ambience, crowd, and other aspects come into the scenario. The theme industry is not dominated by any major players, but there are some players like Pind Baluchi, Haveli that are doing good. Theme restaurants target different age groups. They are considered to be expensive. Customer loyalty is the new marketing now. Loyal customers not only help in generating profits but also spread positive reviews about the product or service. It helps in generating new customers and creates publicity without any promotional efforts. There are four types of loyalty: true loyalty, spurious loyalty, latent loyalty, and no loyalty. It is based on behavioral and attitudinal aspects of customers. Out of four types of loyalty, the type of loyalty for theme restaurants in Delhi/NCR is determined in this study. This can be helpful for existing players as well as for new entrants. They can understand the current scenario or level of loyalty in theme restaurant business. The study has determined the factors that can impact customer loyalty in theme restaurants in Delhi/NCR. If any new entrant comes, they can design their offerings based on the factors. This in turn can help them in bringing customer loyalty. For existing players, they can revise their services and offerings based on the determined factors.