How Determinants of Customer Satisfaction are Affecting the Brand Image and Behavioral Intention in Fast Food Industry of Pakistan?

Abstract

In this paper, a relationship of customer satisfaction and behavioral intention inthe fast food chains has been examined. A survey was conducted in three major cities of Pakistan as Sahiwal, Lahore, and Gujranwala. Data of fast food consumers were collected from target population with sample size 166 respondents by applying convenience sampling technique of non-probability sampling. PLS-SEM is used to interpret the results of this study. The finding revealed that positive customer satisfaction leads to positive behavioral intention and healthy brand image in the minds of customers. The results will lead the managers of the industry to prioritize the focus on various antecedents of satisfaction of customer especially food quality, service quality and price value ratio