• Home
  • Publikasi
  • ASSESSING THE ROLE OF CUSTOMER SATISFACTION IN ATTAINING CUSTOMER LOYALTY: A STUDY OF FAST FOOD RESTAURANT IN KOLHAPUR CITY.

Penelitian

ASSESSING THE ROLE OF CUSTOMER SATISFACTION IN ATTAINING CUSTOMER LOYALTY: A STUDY OF FAST FOOD RESTAURANT IN KOLHAPUR CITY.

Tanggal Publikasi: 26 Jan 2023

Abstrak

Fast food refers the food that sold in a restaurant or store with preheated or precooked ingredients and served to the customer in a packaged form for take-out/take-away. India's growing middle class and their changing food habits offer unprecedented growth opportunities to the quick-service restaurant industry. To reap the benefits of Indian market many global brands have entered the market. In a competitive marketplace, customer satisfaction is seen as a key differentiator and important marketing objectives to be achieved. Customer satisfaction is the customers’ evaluation of goods or services in terms of whether that goods or services have met his needs and expectations. Numerous studies show the positive and significant relationship between customer satisfaction and customer loyalty. Besides, there are studies indicating customer satisfaction is only one antecedent of customer loyalty. The present study explores components of customer satisfaction through using exploratory factor analysis at Rolls Mania a fast food service restaurant at Kolhapur City. The empirical evidence of 154 customers reveals that dining experience; accessibility, convenience & affordability and product test are the important components of customer satisfaction. The regression analysis result reveals significant relationship between customer satisfaction and customer loyalty.

Keyword

Fast food restaurant, Customer satisfaction & Customer Loyalty.