How Does Transparency Complement Customer Satisfaction and Loyalty in the Restaurant Business?

Abstract The study is an attempt to identify the preferred transparency components from customers’ viewpoint which complements customer satisfaction and loyalty through assurance and reliability in the Indian restaurant business. The study focused on the traditional restaurant settings in Madhya Pradesh (MP), India. A total of 477 usable responses were gathered from customers who dine out frequently in the traditional restaurants. The study disclosed the relative importance of transparency dimensions to improve service-quality dimensions (assurance and reliability) that in turn complement customer satisfaction and loyalty towards the restaurant business.