Abstract:
Purpose
The primary purpose of this thesis is to study the factors that lead to customer loyalty. This
research examines how factors such as food quality, price, service quality, and physical
environment impact customer loyalty in fast food restaurants in Karachi, with an emphasis on
the mediating impact of consumer satisfaction.
Methodology & Design
This research is quantitative. As a study tool for data collecting, a well-designed questionnaire
was used. In order to analyse the data, the Smart-PLS application was used. The individuals
that participated are from Karachi, 384 customers ofa local fast food restaurant were surveyed
and their responses were collected.
Findings
Food quality, pricing, and service quality have significant effects on customer satisfaction at
local fast food restaurants in Karachi, Pakistan, with customer satisfaction functioning as a
mediator between food quality, service quality, and price and customer loyalty. Conclusions
indicate that they have a positive influence, which is why hypotheses were accepted, and
results indicate that for customer loyalty, several elements must be considered. While the
connection between physical environment, consumer satisfaction, and customer loyalty is
insignificant.
Limitations
The constraints ofthe study are the limitations or limits within which it was done. This research
limited by the fact that it was conducted only in Karachi, Pakistan. The sample size for
this investigation was 384. This research investigates the influential elements on customer
loyalty in karachi local last-food restaurants, with customer satisfaction serving as a mediator Recoinmeiulations
Local fast food businesses in Karachi, Pakistan, must put a higher focus on the factors that
contribute to consumer satisfaction and customer loyally in order to retain their current
customers and attract new ones. In order to help local fast food entrepreneurs and managers
improve client loyalty, this research identifies key elements that contribute to consumer
satisfaction and customer loyalty
