FACTORS THAT INFLUENCE THE CUSTOMER LOYALTY IN LOCAL FAST FOOD RESTAURANTS: MEDIATING ROLE OF CUSTOMER SATISFACTION

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