The Antecedents in Forming Loyalty in the Fast-Food Industry

Abstract

The fast-food industry is one of the fastest-growing industrial sectors. However, as the market grows, more and more competitors are entering this industry. With the increasing number of choices, it is difficult for companies to maintain consumer loyalty. Therefore, this study investigates the factors that affect satisfaction and loyalty. Data were collected using a self-administered survey of 216 respondents. Data analysis in this study used SEM. The results of this study are three supported hypotheses and two unsupported hypotheses.