Mediation of Customer Satisfaction and Customer Loyalty in Fast-Food Restaurants Aimed at Sustainable Growth

Binoy Chowdhury
MAHSA University, Malaysia.

Rasheedul Haque
MAHSA University, Malaysia.

Abdul Rahman bin S Senathirajah
INTI International University, Malaysia,.

Md. Ibrahim Khalil
MAHSA University, Malaysia.

Saif Ahmed
Universiti Kebangsaan Malaysia.

Hariharan N Krishnasamy
INTI International University, Malaysia,.

Ganesh Ramasamy
INTI International University, Malaysia,.

Abstract:

Businesses, particularly those in the food service sector, often use loyalty programmes as a tactic to retain customers and prevent them from switching to other rivals. However, there is limited evidence to suggest that this approach yields the expected results. The loyalty tactics of the fast-food industry appear to be ineffective. This study examines the physical environment, convenience, price and value, food quality, and speed of service as independent factors analysed in relation to consumer loyalty, with customer satisfaction as a mediator. This research study gathered data from 254 customers of fast-food restaurants using a quantitative cross-sectional approach. In fast-food enterprises, four key factors reliably indicate consumer satisfaction: meal quality, price, value, and service speed. Based on the results, it is recommended that fast-food chains focus on minimising costs, providing quick service, and ensuring food quality to enhance customer satisfaction and ensure long-term growth in the industry. Studies show a positive relationship between customer satisfaction and loyalty.