Relationship of purchase orientation and loyalty, the moderating impact on satisfaction among restaurant's consumers / Hieronimus John Lainsin

This study aims to identify the relationship between consumer purchasing orientation and how it influence their loyalty toward a restaurant that they had visited before with consumer satisfaction as the moderator. This study consists of two major research questions: I) What is the
connection between active orientations toward consumer satisfaction? 2) What us the relation between consumer satisfaction and consumer loyalty? Two minor questions are also included to gain a more precise result: a) What is the connection between active orientation toward consumer satisfaction? b) What is the connection between passive orientations toward consumer satisfaction? A questionnaire survey will be distributed lo a total of I30 respondents which was approached in person or by using social media as a purpose to distribute and collecting data from the respondents. The questionnaire would be divided into three sections ranging from their demographic in formation, consumers orientation, consumer satisfaction, and consumer loyalty. The respondent will be asked to answer the questionnaire based on their previous experience when dining in any restaurant around the Kota Kinabalu city centre area and it must be within I week before answering the question. The data obtained will be analyzed when the total number of respondents is achieved.
Result of this study found that most of the variables in this study show a positive relationship with each other. The significance value shows good scores for consumer purchase orientation and consumer satisfaction (.0 12); for consumer satisfaction and consumer loyalty (.000); and for purchase orientation and consumer loyalty (.000). Even though the analysis on each purchase orientation shows a good significance value where active (.000) and passive (.057), the beta value shows another result which is crucial for this study. Active orientation with beta value of .470 shows that consumer with this type of orientation is more loyal than the passive consumer with only . I 04 beta value. This study intends to help restaurant owners in understanding the market and build effective marketing strategies to maximize their profit making.