Pages 8 (2008 words)
[Name] [Course Title] [Instructor Name] [Date] Fast Food Restaurants Customer Loyalty With the rapidly growing trend of fast food and eating out traditions, fast food industry has faced intensifying increase in competition. Numerous restaurants, ranging from Chinese to continental to Italian and French, have opened up around the globe.
Therefore, in Fast Food restaurants industry, customer loyalty is built, earned and retained with the following components; Product quality, Product attributes, Brand name, Store environment (relates to customer experience with the restaurant and restaurant's ambiance), Service quality, Price, Promotion, Trust and Satisfaction. In this industry, a loyal customer means the person who avail's a restaurant's services, is highly satisfied with them, has a pleasant customer experience with the place, trusts the restaurant to provide high quality good food, considers product/service attributes to be excellent, considers the product/service quality as high, considers price to be worth the product/service offering, rates promotional activities to be highly attractive and goes for the brand name created by the restaurant, like McDonalds (Nezakati, 13). For fast food firms, customer loyalty is when a particular customer revisits their restaurant again and again and repurchases their service. Moreover, these are the customers who visit the restaurant very frequently, for instance a customer who eats at the restaurant twice every week. ...