LEVEL OF CUSTOMER LOYALTY TO FAST FOOD RESTAURANTS McD

Abstract

Fast food restaurant (McDonald's) is one of the well -known fast food restaurants in Malaysia. The preparation of food as well as the quality given to customers who come to buy food and beverages makes customers loyal to this fast food brand. In relation to that, this study is related to customer loyalty at fast food restaurants (McDonald's) . There are three objectives in this study, namely to identify the relationship between food quality and customer loyalty, identify the relationship between location and customer loyalty and identify the relationship between service quality and customer loyalty at fast food restaurants (McDonald's) . Customers expect their transactions to receive sufficient value while meeting their demands and needs. Failure to do so can lead to unwanted results, such as lower level of customer satisfaction, high rate of customer defection, and lower profits. The results of the study found that customer loyalty is due to the quality of food, location and quality of service where the mean value obtained is positive. Therefore, fast food restaurants should provide quality food and service and should ensure that the location chosen is strategic.

Keywords: Fast food restaurant ( McD), Food Quality, Location, Service Quality.