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A STUDY TO ANALYZE THE DETERMINANTS OF FASTFOOD RESTAURANT CUSTOMER LOYALTY THROUGH MEDIATING IMPACT OF CUSTOMER SATISFACTION

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16 Pages : 214-226

http://dx.doi.org/10.31703/ger.2021(VI-I).16      10.31703/ger.2021(VI-I).16      Published : Mar 2021

A Study to Analyze the Determinants of Fast-food Restaurant Customer Loyalty thr..

Abstract

    Fast-food consumption has been raised tremendously recently and improving customer loyalty is the need of the hour. This study aims to analyze the factors that impact the loyalty of customers in fast-food restaurants. A theoretical model incorporated food quality, brand image, brand trust, and physical environment and analyze their influence on loyalty through the inventing construct of customer satisfaction. Total 240 complete responses were collected from consumers of three big fast-food international chains operating in Pakistan. The statistical tool Smart PLS 3.2.8 has been utilized to do partial least square-structural equation modeling (PLS-SEM). The findings revealed that food quality, brand image, brand trust significantly impact customer loyalty, while the physical environment found an insignificant effect. The present study delivers practical guidelines to managers and owners of fast-food chains by providing critical factors that enhance customers' loyalty.

    Food Quality, Brand Image, Brand Trust, Physical Environment, Customer Loyalty, Satisfaction, Developing Country

    (1) Atif Ali Gill
    Lecturer, Department of Business Administration, University of Sahiwal, Sahiwal, Punjab, Pakistan
    (2) Muhammad Abdullah
    Assistant Professor, Department of Economics, University of Sahiwal, Sahiwal, Punjab, Pakistan.
    (3) Muhammad Hasnain Ali
    Department of Business Administration, University of Sahiwal, Sahiwal, Punjab, Pakistan.
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Cite this article

APA

    APA : Gill, A. A., Abdullah, M., & Ali, M. H. (2021). A Study to Analyze the Determinants of Fast-food Restaurant Customer Loyalty thr... Global Economics Review, VI(I), 214-226. https://doi.org/10.31703/ger.2021(VI-I).16

CHICAGO

    CHICAGO : Gill, Atif Ali, Muhammad Abdullah, and Muhammad Hasnain Ali. 2021. "A Study to Analyze the Determinants of Fast-food Restaurant Customer Loyalty thr..." Global Economics Review, VI (I): 214-226 doi: 10.31703/ger.2021(VI-I).16

HARVARD

    HARVARD : GILL, A. A., ABDULLAH, M. & ALI, M. H. 2021. A Study to Analyze the Determinants of Fast-food Restaurant Customer Loyalty thr... Global Economics Review, VI, 214-226.

MHRA

    MHRA : Gill, Atif Ali, Muhammad Abdullah, and Muhammad Hasnain Ali. 2021. "A Study to Analyze the Determinants of Fast-food Restaurant Customer Loyalty thr..." Global Economics Review, VI: 214-226

MLA

    MLA : Gill, Atif Ali, Muhammad Abdullah, and Muhammad Hasnain Ali. "A Study to Analyze the Determinants of Fast-food Restaurant Customer Loyalty thr..." Global Economics Review, VI.I (2021): 214-226 Print.

OXFORD

    OXFORD : Gill, Atif Ali, Abdullah, Muhammad, and Ali, Muhammad Hasnain (2021), "A Study to Analyze the Determinants of Fast-food Restaurant Customer Loyalty thr..", Global Economics Review, VI (I), 214-226

TURABIAN

    TURABIAN : Gill, Atif Ali, Muhammad Abdullah, and Muhammad Hasnain Ali. "A Study to Analyze the Determinants of Fast-food Restaurant Customer Loyalty thr..." Global Economics Review VI, no. I (2021): 214-226. https://doi.org/10.31703/ger.2021(VI-I).16