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Customer Experience Management: Analysis of Customer Retention in Restaurants in Anambra State, Nigeria

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  • Nwankwo Cosmas Anayochukwu
  • Kanyangale MacDonald Isaac

    (Kozminski University, Jagiellońska 57 Street, 03-301 Warszawa)

Abstract

This study examined the effect of customer experience management (CEM) on customer retention in restaurants in Anambra State, Nigeria. Specifically, the study sought to investigate the influence of affective customer experience, cognitive customer experience, physical customer experience and social-identity customer experience on customer retention in restaurants in Anambra State, Nigeria. The study adopted a survey research method. The study found that affective customer experience, cognitive customer experience, physical customer experience and social-identity customer experiences have a significant effect on customer retention in restaurants in Anambra State, Nigeria. Based on the foregoing, the study concluded that CEM had a significant effect on customer retention in restaurants in Anambra State, Nigeria. The study recommended, amongst others, that management of restaurants should deliberately focus on humanic clues in terms of providing a conducive environment, especially one that is always clean for its customers.

Suggested Citation

  • Nwankwo Cosmas Anayochukwu & Kanyangale MacDonald Isaac, 2023. "Customer Experience Management: Analysis of Customer Retention in Restaurants in Anambra State, Nigeria," Marketing of Scientific and Research Organizations, Sciendo, vol. 49(3), pages 1-26, September.
    • Handle: RePEc:vrs:mosaro:v:49:y:2023:i:3:p:1-26:n:2
    DOI: 10.2478/minib-2023-0013
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    References listed on IDEAS

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    More about this item

    Keywords

    customer experience management; customer retention; cognitive identity; affective identity; physical identity; social identity; zarządzanie doświadczeniami klienta; utrzymanie klienta; tożsamość poznawcza; tożsamość afektywna; tożsamość fizyczna; tożsamość społeczna;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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