Contribution of Psychological Motivations to Creating Customer Loyalty in Moroccan Luxury Restaurants

Abstract

Maintaining loyalty is difficult for marketers, particularly in the luxury sector. This study aims to contribute to the corpus of marketing literature by investigating how psychological motives may contribute to customer loyalty in luxury restaurants in Morocco. As a result, a qualitative research study was conducted. In order to find and investigate the subject of study, we conducted interviews with customers of Moroccan luxury restaurants using a well-structured interview guide. Prior to presenting the findings, a theme analysis is offered. This study allowed us to develop restaurant quality criteria based on the responses of Moroccan consumers. In the Moroccan setting, personalizing the customer-brand relationship was later demonstrated to be a major component in establishing consumer loyalty to luxury restaurants. We then found the causes and consequences of customer satisfaction, as well as some new variables that drive customer loyalty. As a consequence, clients might be satisfied but not always loyal. This study has identified the barriers to loyalty and provided solutions for how to overcome them.