The Fast-Food Experience: Key Determinants of Satisfaction and Loyalty Among University Students

Abstract

Drawing on signaling theory, this study aims to understand how food quality, price fairness and service quality drive customer satisfaction. Furthermore, it also examines the subsequent effect of customer satisfaction on fostering customer loyalty. The extant literature reveals a scarcity of studies exploring the determinants of customer loyalty in Pakistan’s fast-food sector, with most prior research predominantly focusing on fast-food establishments in developed countries. This study addresses these gaps in the literature. Convenience sampling was employed, and data were collected from 180 students of Malakand University through structured questionnaire. Regression analysis results indicated significant relationships between food quality, price fairness, service quality, and customer satisfaction. Furthermore, the findings demonstrated a substantial and positive customer satisfaction association between customer satisfaction and customer loyalty. This study presents significant implications for restaurant operators seeking to comprehend the pivotal roles of food quality, service quality, and price fairness in shaping customer satisfaction and loyalty. It underscores the importance of prioritizing high-quality food at fair prices while enhancing service quality. The service staff plays a crucial role in delivering exceptional dining experiences, thereby enhancing customer satisfaction and promoting customer loyalty. In addition, the paper critically examines the study’s limitations and calls for future research