Antecedents involved in developing fast-food restaurant customer loyalty

Singh, Gurmeet and Slack, Neale J. and Sharma, Shavneet and Mudaliar, Karishma and Narayan, Suman and Kaur, Rajni and Sharma, Keshmi Upasna (2021) Antecedents involved in developing fast-food restaurant customer loyalty. The TQM Journal, TBC . pp. 1-17. ISSN 1754-2731

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Abstract

Purpose – This study aims to simultaneously examine the interrelated influence of antecedents involved in developing fast-food restaurant customer loyalty. A conceptual model which incorporates service quality attributes, price fairness, customer satisfaction, brand image and trust and the resultant effect on customer loyalty is proposed to better understand how fast-food restaurant customer loyalty can be optimized.

Design/methodology/approach – A quantitative research methodology adopting structural equation modelling was used to understand the interrelatedness and influence of antecedents involved in optimizing fast-food restaurant customer loyalty.

Findings – The findings indicate that service quality attributes (food quality and employee service quality) and price fairness significantly influence customer satisfaction and brand image, while physical environment qualityhasnosignificantinfluence.Additionally,customersatisfactionwasfoundtoinfluencebrandtrustand customerloyalty,whilethebrandimagedoesnotinfluencecustomersatisfactionbutdoesinfluencebrandtrust and customer loyalty.

Practical implications – Understanding the interrelatedness and influence of antecedents involved in developing fast-food restaurant customer loyalty would enable academics and practitioners to formulate honed marketing and operational strategies to optimize customer loyalty and fast-food restaurant profitability.

Originality/value – This research addresses the paucity of research and marketing gaps regarding the interrelatedness and influence of antecedents involved in optimizing fast-food restaurant customer loyalty in Small Island Developing States (SIDS).

Item Type:	Journal Article
Subjects:	H Social Sciences > H Social Sciences (General)
Divisions:	School of Business and Management (SBM)
Depositing User:	Gurmeet Singh
Date Deposited:	19 Mar 2021 00:02
Last Modified:	19 Mar 2021 00:02
URI:	https://repository.usp.ac.fj/id/eprint/12697

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