NoHypothesisThe FindingH1Service quality positivelyaffects customer satisfaction.SupportedH2Perceived value for money positively affectscustomer satisfaction.SupportedH3Product quality perception positively affects customer satisfaction.SupportedH4Relationship benefits positively affects customer satisfactionSupportedH5Customer satisfaction positively affects customer loyaltySupportedH6Variety seeking moderates the relationship betweencustomer satisfaction and customer loyaltyNot SupportedH7The different demographic characteristics of customers significantly and differently influence the service quality, perceived value for money, product quality perception, relationship benefits, customer satisfaction and customer loyalty level.Partial Supported