Building loyalty: The influencing factors of fast-food restaurants in Indonesia

Hidayat, Wanda Gema and Singh, Rajesh Prettypal (2026) Building loyalty: The influencing factors of fast-food restaurants in Indonesia. Multidisciplinary Reviews, 9 (11). ISSN 2595-3982

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Abstract

The study examines the joint contribution of service quality attributes, price fairness, and customer satisfaction to customer loyalty in the fast-food industry. Utilizing a quantitative methodology and structural equation modeling, the study examines a conceptual model designed to clarify the complex interdependence of these factors in optimizing loyalty levels. The empirical findings reveal that while price fairness and specific service quality attributes, such as physical environment and employee service quality, significantly impact customer satisfaction, food quality surprisingly does not yield a significant influence in this specific context. Furthermore, the results confirm that customer satisfaction is the primary driver of customer loyalty, serving as a vital mediator in the relationship. By addressing the existing research gap concerning the interplay and collective influence of these antecedents, this study provides valuable insights for both academics and practitioners. It offers a robust framework for refining marketing and operational strategies to enhance restaurant profitability, foster long-term customer retention, and navigate the competitive landscape of the fast-food sector. Ultimately, these findings challenge traditional assumptions about food quality and emphasize the growing importance of the service environment and perceived value in shaping modern consumer behavior and brand loyalty.

Item Type:	Article
Creators:	Hidayat, Wanda Gema Singh, Rajesh Prettypal
Contributors:
Subjects:	600 Technology (Applied Sciences) > 640 Home and Family Management > 647 Management Housekeeping, Restaurant, Hotel Management
Divisions:	Faculty of Business > Management
Date Deposited:	26 Aug 2026 04:22
URI:	https://kc.umn.ac.id/id/eprint/49365

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