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

Authors

  • Khawla Mabrouk National School of Commerce And Management, Hassan 1st University, Settat, Morocco. Research Laboratory in Marketing Management and Communication
  • Smail Ouiddad National School of Commerce And Management, Hassan 1st University, Settat, Morocco. Research Laboratory in Marketing Management and Communication
  • Chaimaa Bendahou National School of Commerce And Management, Hassan 1st University, Settat, Morocco. Research Laboratory in Marketing Management and Communication
  • Mounia Bennani National School of Commerce And Management, Hassan 1st University, Settat, Morocco. Research Laboratory in Marketing Management and Communication

Keywords:

luxury restaurant, psychological motivations, loyalty, satisfaction

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.

Published

2024-07-31

How to Cite

Mabrouk, K., Ouiddad, S., Bendahou, C., & Bennani, M. (2024). Contribution of Psychological Motivations to Creating Customer Loyalty in Moroccan Luxury Restaurants. Journal of Economics and Business Issues, 4(2), 15–34. Retrieved from https://jebi-academic.org/index.php/jebi/article/view/98