Modeling repurchase frequency and customer satisfaction for fast food outlets

Although customer satisfaction and loyalty have attracted a lot of attention in service management research, relatively few studies have examined the impact of waiting time and service quality on customer satisfaction and repurchase frequency. In this study, we model the relationships between customer satisfaction, repurchase frequency, waiting time and other service quality factors in fast food outlets. The results indicate that waiting time and other service factors such as staff attitude, environment, seat availability and food quality significantly influence the customers’ return frequency. Results also show that waiting time, staff attitude, food quality and food variety all significantly affect customer satisfaction. It is also found that the significance of the relationship depends on the timing of the visits. These models will help managers to understand the critical factors that influence customer loyalty and satisfaction in the fast food industry and help them make improvements accordingly.