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Antecedents involved in developing fast-food restaurant customer loyalty

Gurmeet Singh (School of Business and Management, The University of the South Pacific, Suva, Fiji)
Neale Slack (School of Management, Fiji National University, Nasinu, Fiji)
Shavneet Sharma (School of Business and Management, The University of the South Pacific, Suva, Fiji)
Karishma Mudaliar (School of Management, Fiji National University, Nasinu, Fiji)
Suman Narayan (School of Management, Fiji National University, Nasinu, Fiji)
Rajini Kaur (School of Management, Fiji National University, Nasinu, Fiji)
Keshmi Upashna Sharma (School of Management, Fiji National University, Nasinu, Fiji)

The TQM Journal

ISSN: 1754-2731

Article publication date: 11 March 2021

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 quality has no significant influence. Additionally, customer satisfaction was found to influence brand trust and customer loyalty, while the brand image does not influence customer satisfaction but does influence brand trust 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).

Keywords

Acknowledgements

Neale Slack is Retired.

Citation

Singh, G., Slack, N., Sharma, S., Mudaliar, K., Narayan, S., Kaur, R. and Sharma, K.U. (2021), "Antecedents involved in developing fast-food restaurant customer loyalty", The TQM Journal, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/TQM-07-2020-0163

Publisher

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Emerald Publishing Limited

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