Abstract:
Purpose: Food is a basic necessity for all the human being. As the eating out habit is
increasing with the passage of time and due to hectic schedule people nowadays prefer
fast food as a meal. This study analyzes how customers are influenced to dine in fast food
restaurant, what are the factors which influence their decision to keep visiting the same
restaurant. Further, This study describe and analyze why customers come back to the
restaurant while there are several other options available to them? This research has find
out how to increase customer retention to the services and the reasons that influence
customer retention.
Methodology/Approach: Quantitative approach is used for this research and data is
collected through questionnaire. Sample size of 300 respondents from different
universities and offices has been taken randomly on the basis of convenience sampling.
Findings: is obtained through statistical analysis and this research can be used by the
marketers and by the manager for the better understanding of the restaurant, and assess
consumers mind as how customer behaves and what influences their decision. Managers
can also used findings of this research and alter their service elements of the restaurant
according to the preferences of the customers in order to satisfy and retain their
customers.
Originality/value: it shows that there several factors which influences customer to
revisit the particular restaurant. Factors like food, ambiance and other services are very
important for satisfaction and retention of the customers.
