Factors influencing customer loyalty towards fast food restaurants

The fast food industry is on in an upward trend. The demand for fast food product is now growing as it is convenience which suits the lifestyle of customers. With the changing lifestyle of Malaysian consumers, more educated people and affluent, people tend to eating-out especially in fast food restaurants. Along with the heavily promote through media and information technology exposure, customers has variety choice of fast food pattern and restaurants. Therefore, local fast foods restaurants have to be sensitive to these chancing trends and to be innovative and get prepare to change accordingly to avoid from losing their existing and future potential customers. The aim of this study is to examine how the respondent's perception will be influenced by factors of customer loyalty towards preferred fast food restaurants. With this important information, marketers or strategy planner can formulate or develop an appropriate strategy that able to outdo the competitors. Furthermore, they also can identify which factors will influence customer loyalty most and made innovative changes to keep track and add value to their fast food restaurants. Besides, this study will provide important information for Malaysia local fast food restaurant business to become more competitive in the current business practices circumstances. It is because this study will provide respondents' perception towards their preferred restaurants. The findings of this study indicated that product quality, customer satisfaction and brand trust is the dominant variable that drives the customer loyalty to preferred fast food restaurants.