Management and Administrative Sciences Review ISSN: 2308-1368 Volume: 2, Issue: 2, Pages: 207-220 © 2013 Academy of Business & Scientific Research *Corresponding author: Nosheen Rafi, Lecturer University of Lahore, Gulberg Campus, Pakistan. E-Mail: m4maina@gmail.com 207  Research Paper The Up-Front Element in Hospitality Industry of Pakistan - Customer Loyalty Nosheen Rafi 1* and Mudsir Ismail 2 1 & 2. Lecturer at University of Lahore, Gulberg Campus, Pakistan. Pakistani restaurant scenario, customer satisfaction, product image, price and current customer relationships for the competition policy of customer care to keep essential and build a larger base. The restaurant customer loyalty is by building superior customer relationships among organization. This study is an attempt to identify to examine customer loyalty in the hospitality industry of Pakistan. 250 questionnaires sent to different Pakistani restaurant customers. The primary purpose of this study is to determine the impact of different factors (Customer satisfaction, product image and price and customer relationship) on customer loyalty in restaurants industry of Pakistan. The results showed that significantly affect a number of factors such as image price of the product, customer satisfaction and positive relationships with customers and customer loyalty. Keywords: price, product image, customer satisfaction and customer relationship customer Loyalty, Pakistan, restaurants; INTRODUCTION AND BACKGROUND The importance of customers has been highlighted by many researchers and academicians, (Zairi, 2000) said “Customers are the purpose of what we do and rather than them depending on us, we very much depend on them. The customer is not the source of a problem, we shouldn‟t possibly make a wish that customers „should go away‟ because our future and our security will be put in danger”. That is the main reason why organizations today are focusing on customer satisfaction, loyalty and retention. “Satisfaction is an overall customer attitude towards a service provider, or an emotional reaction to the difference between what customers expect and what they receive, regarding the fulfillment of some need, desire”. According to (Dick & Basu, 1994). Customer loyalty, on the other hand, according to (Anderson and Jacobsen, 2000) “Is actually the result of an organization creating a benefit for a customer so that they Will maintain or increase their purchases from the organization” Srinivasan, Anderson, and Ponnavolu (2002) said that customer loyalty refers to “a deeply held commitment to re-buy or re-patronize a preferred product or service consistently in the future despite situational influences and marketing efforts having the potential to cause switching behavior”. True customer loyalty is created when the customer becomes a supporter for the organization, without incentive”. According to (Dowling & Uncles, 1997)customer retention is “the practice of working to satisfy customers with the intention of developing long-term relationships with them” (Srinivasan et al., 2002) said that retention can be defined as “a commitment to