An Analytical Study to Understand Impact of Consumer Satisfaction and Quality of Service on Consumer Loyalty in Fast Food Restaurants

Abstract

The research identified the impact of Service Quality and Customer Satisfaction on Customer Loyalty in fast food restaurants. Customer satisfaction is an ultimate goal for any business; they can only become profitable and successful, if the customers are satisfied with it. This research study helps in understanding that in what ways Service Quality, Price, Ambience, Quality of Food, Food Presentation, Menu variety, Price Factor, Service and Employee Friendliness and cleanliness are responsible for customer satisfaction on Customer Loyalty in Fast Food Restaurant and what customers are thinking about the chosen the Fast Food Restaurant. The research approach was Quantitative and both primary and secondary methods were used to collect and analyze the data. The sample size was 80 for the questionnaire, whereas collecting the responses from Customers, who visit in Fast Food Restaurant. The research hypothesis suggested that all the projected variables had positive association with customer satisfaction, i.e.., with presence of these factors, Occupation and Pricing Factor, Gender and visit in Fast Food Restaurant in each month and Wi-Fi Facilities and Gender and hypothesis were accepted after analyzing the data.