Abstract
The study is to present an integrative model of predictors and outcome of customer satisfaction in the fast food sector of Pakistan and also examine its effects. Moreover, we also examined the contingent effect of social trust and corporate social responsibility (CSR) on the relationship between customer satisfaction and brand loyalty. Offline and online survey was conducted with four hundred fast food customers; valid data were assessed and analyzed through structural equation modeling and moderation step-by-step approach. Results demonstrate that restaurant stimuli such as food quality, service quality, atmosphere, price, restaurant location and a variety of food have strong significant effects on customer satisfaction, and customer satisfaction engendered brand loyalty. Social trust has a positive significant impact on the relationship between customer satisfaction and brand loyalty, whereas on the other side CSR has insignificant impact on the association. The study has practical implications for both restaurateurs and government. Restaurateurs should ensure the safety standards of foods, and the government can take an initiative to set proper policy and maintain the food safety standards by regulation.
Highlights
In the present era, hospitality industry is observing diversified changes in highly competitive environment for restaurant [1]
The present study found that restaurant stimuli food quality, service quality, restaurant atmosphere, restaurant location, price and variety of food are crucial factors that significantly influence customer satisfaction and ultimate brand loyalty
Our present study contributes to the literature by presenting an integrative model of predictors and outcomes of customer satisfaction and addressing how factors are affecting the brand loyalty or in terms of re-patronage
Summary
Hospitality industry is observing diversified changes in highly competitive environment for restaurant [1]. Fast food industry of Pakistan is undergoing an escalated boom. There is a growing trend in Pakistani culture to dine out at fast food restaurants with family, friends and colleagues [2]. Consumers switch in case of just one evasive experience. Fast food restaurants must attract new customers and retain the existing customers. Restaurants focus to provide a dining experience by combining tangible and intangible essentials [3]. The objective is to achieve customer satisfaction (CS), brand loyalty (BL) and repeat purchase patronage at fast food
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