CUSTOMER LOYALTY IN THE FAST FOOD RESTAURANTS: CASE OF GEN Z

This research aims to investigate the relationship between service quality towards customer satisfaction and customer loyalty related to fast food services. Fast food services expanded exponentially when the number of service providers increased year by year. Data collection was done through questionnaires distributed in selected fast-food restaurants. Three hundred forms distributed, but only 236 usable responses received for final analysis. The results indicate that service quality influences customer satisfaction as well as customer loyalty. It was also reported that customer satisfaction partially mediates between service quality towards customer loyalty. The results are significant to the service providers in deciding on their operations and marketing strategy.