This research investigates the relationship between dining attributes, customer satisfaction and customer retention in the fast food industry. This research has brought out how to gain customer retention to the services and the factors that influence the customer retention. For this research sample size of 164 consumers from different fast food restaurant has been taken randomly on the basis of convenience sampling. Multiple Regressions were used as the statistical tool. Results obtained from the analysis corroborate that there is a significant impact of service quality on the customer retention.

Masterarbeit aus dem Jahr 2013 im Fachbereich BWL - Marketing, Unternehmenskommunikation, CRM, Marktforschung, Social Media, Lovely Professional University, Punjab, Sprache: Deutsch, Abstract: Prior research has shown that customer satisfaction is the most important means for fast food restaurant. The main objectives of the study were to enhance the fast food service quality impact on overall customer satisfaction, to study purchaser behavior towards fast food places, to identify various key factors used by clients in the selection of fast food restaurants; and to analyze the particular differences/similarities in critical factors deemed by consumers for the selection of fast food restaurants. Our objective should be to look into the particular crucial elements that really help to determine the expectations which buyers have regarding the fast food market and his or her perceptions of good quality through experience. The organizations under study were Pizza Hut, Hardees, KFC, McDonald's and Subway located in Lahore, Pakistan. An extensive review of the literature was carried out by reviewing research studies, books, site pages and journals etc. On the basis of that literature review and its inferences, a questionnaire was developed which was needed for this quantitative type of research. The data was collected from the customer of these restaurants. A sample of 407 customers was selected randomly. Data was compiled and statistically analyzed using SPSS and Microsoft Excel. On the basis of their responses correlation test and analysis of variance (ANOVA) was applied through IBM SPSS. Results of each question were thoroughly analyzed and discussed by the researcher. Graphical representation of all the data has been shown. Conclusions of the study include the strengths of the organization as well as a few deficiencies in performance. Recommendations have been made for fast food restaurants to overcome those deficiencies for enhancing performance through statistical tec

With ever increasing competition it has become important for the companies to hold on to their customers. Today, the customers have wide range of option and they are easily available too. The nature of the customer is difficult to predict and hence it is of significant importance that the companies strive hard to maintain customer loyalty. Traditionally customer loyalty was expected out of the product and service offered by the company. But now the horizon of it has expanded. They had start working from within company to the outside world. In order to increase customer loyalty it is important that cross-functional efforts are established. It starts from developing relationship with the customers and then extracting information with the help of information technology and segregating them in order to provide customized product and service for the individuals. This research study primarily focuses on these key elements such as relationship management, use of information technology, customer loyalty programs, product and service quality, staff loyalty, and customer perceived value, which are needed to increase customer loyalty.

It is an undisputed fact that the cost of Customer Retention is far lesser than that of acquiring fresh ones. Customer satisfaction is undoubtedly one of the strong factors ensuring customer retention. Several researches have been done in the past to identify factors influencing customer satisfaction and in turn leading to customer retention. With changing perceptions, preferences and markets, we find a need to reinvestigate what are the key factors of customer satisfaction affecting customer retention in Malaysian fast food industry. Product quality, service quality, prices, facility and emotional factor are selected as factors of customer satisfaction (independent variables) based on extensive literature review. The research uses primary data collected from 180 Malaysian fast food customers using a multi-factor questionnaire with a Likert-scale from 1 to 5. To ensure reliability and validity the questionnaire was checked by Cronbach's Alpha and principal components analysis was carried out. Correlation and regression analysis is conducted using SPSS 21 to identify influence and impact of selected factors on customer retention. Descriptive statistics show that the most significant key factor of customer satisfaction is emotional factor followed by store facility, service quality and prices and the lease poor is product quality. Emotional factor and facility plays important role in customer satisfaction that ensures customer retention in Malaysian fast food industry.