Investigating the Critical Factors Effecting Customers Loyalty: An Empirical Assessment

Abstract

Globally, the fast-food restaurant industry is a complex and ever-expanding business sector. Many people in Pakistan visit fast food restaurants on a regular basis. Establishing a relationship with the client and providing outstanding services are vital in the restaurant industry. This research intends to examine the factors influencing customer loyalty in fast food restaurants in Pakistan. This research used a descriptive quantitative survey approach. The sample population for this research comprised of fast-food restaurant customers. This research examined consumers of global fast-food chains (such as McDonald's and KFC), as well as local and regional fast-food chains (such as Fry Chicks and Pizza Online, etc.). The researcher collected data from 190 customers chosen in line with the item-to-rate theory. The questionnaire for this research consists of seven parts and 19 questions. The data revealed that food quality, service quality, price, and location, as well as the physical environment, had a significant direct effect on consumer satisfaction. In addition, the research revealed that customer satisfaction significantly affects customer loyalty. This study is limited to fast food customers residing in Lahore.