Determinants of Fast-Food Customers Loyalty Through the Mediating Role of Customer Satisfaction

Abstract

Many people in Pakistan, a country that is rapidly developing but already has an excessive population, go to fast food restaurants on a consistent and irregular basis. Establishing a connection with the customer and providing outstanding service are both essential components of success in the restaurant industry. Within the context of the fast-food industry in Sahiwal, Pakistan, the purpose of this research is to investigate the factors that contribute to consumer loyalty. A descriptive quantitative survey research approach was used for the purposes of this study. Participants in this research were people who often eat in fast restaurants. For the purpose of this study, surveys were administered to customers as they were exiting global fast-food restaurants, local fast-food restaurants, and regional fast-food restaurants. The researcher gathered information from a total of 220 participants, all of whom were chosen based on the item-to-rating hypothesis. The questionnaire for the survey used in this research project has a total of seven parts and 19 questions. According to the results, a significant direct influence on customer satisfaction may be attributed to factors like food quality, service quality, pricing, location, and the physical environment. In addition, the research revealed that the level of customer satisfaction strongly mediates the connection between factors such as food quality, service quality, pricing, location, and the physical environment and food quality.