Customer loyalty in the fast food restaurants of Bangladesh

Abstract

Purpose The purpose of this paper is to investigate the factors influencing the satisfaction of customer and customer loyalty in the fast food restaurant industry. A theoretical model, including hypotheses, has been proposed in this study. Design/methodology/approach Data were assembled using convenient sampling method. The hypothesized model was verified with the data from 204 respondents. Principal component analysis and structural equation modeling approach were applied to analyze data. Findings The results (significant at p<0.01 and p<0.05) exhibited that food quality, price and service quality were positively linked to customer satisfaction. Customer satisfaction was positively associated with customer loyalty. The empirical results found a contrary association between the location and environment of restaurant and customer satisfaction. Practical implications The managers and owners of fast food restaurants may use the results of this study to confirm customer satisfaction and loyalty of the customer. With loyal customer groups, their businesses can be sustained and gradually grown up. Originality/value This study will provide guidelines for the management of fast food restaurants to formulate their business strategies in the competitive market. It will give a signal to the managers to stay focused on customer relationship management as the ultimate goal of the business.

Investing In CSR Pays You Back in Many Ways! The Case of Perceptual, Attitudinal and Behavioral Outcomes of Customers

“…In recent years, the global fast-food industry has seen enormous growth [1]. The trend is equally observed in developing countries [2], and Pakistan is not an exception to that. The fast-food industry is one of the most rapidly growing sectors (2nd largest industry in Pakistan), employing 16% of the manufacturing labor force and feeding 180 million consumers.…”

Atribut – Atribut Kedai Teh Yang Berkaitan Dengan Kepuasan Pelanggan Dan Loyalitas Merek

“…Rasa menjadi salah satu aspek yang diperhitungkan dalam kualitas minuman. Dalam penelitian sebelumnya, rasa menjadi variabel yang paling berpengaruh terhadap kepuasan pelanggan coffee shop dan juga restoran (Arinda et al, 2018;Belal, 2019;W. S. Lee et al, 2018).…”

“…Enam variabel berupa suasana, sikap karyawan, layanan IT, kualitas minuman, citra merek dan variasi menu merupakan variabel-variabel yang mempengaruhi kepuasan pelanggan, dimana kepuasan pelanggan tersebut pada akhirnya juga akan mempengaruhi loyalitas merek. Beberapa penelitian digunakan sebagai referensi alat pengukuran dalam penelitian ini, antara lain: suasana (Grayson & McNeill, 2009;Heide et al, 2009; W. S. Lee et al, 2018;Parsons, 2011), sikap karyawan (Adsit et al, 1996;Bodderas et al, 2011;Eccles & Durand, 1997; W. S. Lee et al, 2018), layanan IT (Bulchand-Gidumal et al, 2011;Jeon et al, 2019;Kim, 2010; W. S. Lee et al, 2018), kualitas minuman (Arinda et al, 2018;Belal, 2019; W. S. Lee et al, 2018;Matzler et al, 1996), citra merek (Arinda et al, 2018;Martínez et al, 2014;Ogba & Tan, 2009), variasi menu (Arinda et al, 2018;Beldona et al, 2014;Lindholm et al, 2018), kepuasan (Arinda et al, 2018; W. S. Lee et al, 2018;Matzler et al, 1996), loyalitas (Arinda et al, 2018; W. S. Lee et al, 2018).…”

Measuring customer satisfaction on the cleanliness of food premises using fuzzy conjoint analysis: A pilot test

“…Many factors were identified to influence customer satisfaction when visiting food premises, including, food taste, service, price, environment and hygiene [ 3 , 4 ]. A study conducted by Fatimah and colleagues (2011) on Malaysian customers found that cleanliness was the main factor followed by food variety and location of the premises as criteria in selecting dining places [ 5 ].…”