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1. Introduction
Customer perceived value regarding any product and service is very crucial for brand loyalty. In a service factory like a fast food restaurant, to make customer loyal is an ultimate goal by providing value-based service and food (Baker and Wakefield, 2012; Izquierdo-Yusta et al., 2019). The quality of food and service, attractive price and pleasant atmosphere increase the level of satisfaction of customers (Jani and Han, 2015). Customer satisfaction achievement is the precondition for loyal customers. Managers and owners of restaurants believe that loyal customers are much valuable than causal customers even they are also customers (Espinosa et al., 2018). An increased level of satisfaction leads to customer retention, and consequently, restaurants can enjoy higher profits, positive word of mouth, repetitive transactions with regular customers, lower marketing and promotional activities. Bangladesh holds 40th largest consumer market in the world. Per capita income of Bangladeshi people is more than USD1900 (equivalent to BDT1,61,500, BDT means Bangladeshi currency unit) per year. The fast food business was started in Bangladesh in the early 1990s, and in the beginning of 2000, Bangladesh had experience with international fast food brands such as Pizza Hut and KFC (Islam and Ullah, 2010). Although there are no specific statistics for the fast food restaurant business in Bangladesh, Bangladesh Bureau of Statistics provides estimated figures of national income, and it presented that hotel and restaurant industry might have 7.28 percent growth in the financial year 2018‒2019. The growth rate was 7.13 percent in the fiscal year 2017‒2018. The volume of business of this sector is expected to reach at BDT73.16bn in the 2018‒2019 fiscal year, which was BDT68.20bn in the last fiscal year. The fast food restaurant business is a lucrative business in Bangladesh. It is a complex nature of the business because it provides product and service at the same time to the customers. Currently, restaurant owners are giving much attention to the loyalty of the customer because it is very much related to their business profitability. There is a dearth of research regarding customer loyalty in a service factory like fast food restaurant business in Bangladesh till date. In this study, interest was devoted to picking out the elements influencing the satisfaction of the customer and the mediating...