"THE IMPACT OF CUSTOMER RETENTION ON FAST FOOD INDUSTRY IN KARACHI"

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.