TRADITIONAL CUISINES AND SERVICE QUALITY DIMENSIONS AND THEIR EFFECT ON CUSTOMER RETENTION IN COIMBATORE’S HOTEL AND CATERING INDUSTRY

Abstract

The hotel and catering industry in Coimbatore has undergone rapid transformation, driven by increasing customer expectations, competitive market conditions, and the growing demand for superior service experiences. This study investigates the effect of key service quality dimensions on customer retention within the hospitality sector. The research adopts a descriptive design and evaluates nine major service quality variables: Reliability, Responsiveness, Assurance, Tangibles, Empathy, Food Quality, Menu Variety, Timeliness, and Staff Professionalism. Primary data was collected from 300 customers using a structured questionnaire based on a five-point Likert scale. Statistical methods including descriptive analysis, Pearson correlation, and multiple regression were used to analyze the data. The findings show that all service quality dimensions have significant positive correlations with customer retention, with Food Quality, Staff Professionalism, and Assurance being the strongest predictors. The regression model explains 89.6% of the variance in customer retention, indicating that service quality plays a major role in influencing repeat patronage. The study highlights the need for continuous improvement in service delivery, staff training, and customer engagement strategies to strengthen customer retention in Coimbatore’s hospitality industry.