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1. Introduction
The economic growth of Bangladesh has accelerated dramatically in recent years (Saad, 2021). Throughout this period of expansion, the service industry as a whole has contributed a significant portion to the country’s economic performance (Rahman et al., 2019). The hotel and restaurant industries in Bangladesh have grown significantly in recent years, with a gradual increase in customer base. The country had an average economic growth of around 8% in this industry between 2019 and 2020 (Popy and Bappy, 2022). Fast food became popular among urban consumers in the late 1990s, and global fast-food chains such as Pizza Hut and KFC have started operations in Bangladesh since 2000 (Islam and Ullah, 2010). Following that, the fast-food restaurant industry has become one of the most profitable in the country, and local citizens developed a taste for fast food, particularly in urban areas.
While it is clear that Bangladeshi restaurant owners have started to prioritize understanding and to track customer satisfaction and loyalty from a retention and sustainability standpoint, there is still a research gap in analyzing Bangladeshi fast food restaurant customers’ satisfaction and loyalty. Based on this, the current research will examine customer satisfaction and loyalty concerning service quality and price fairness as determinants, using samples of Bangladeshi fast food restaurant consumers.
The onerous task of any company organization is to ensure consumer happiness. To remain competitive in today’s shifting business environment, businesses must attract and retain customers. Clearly, an organization’s success ultimately depends on the development of differentiated products and services and the effective value they provide to consumers (Namin, 2017). And, in order to survive and thrive, it is unavoidable to maintain a high standard of service (Malik et al., 2020; Zhong and Moon, 2020). In a highly competitive environment, dissatisfied customers may switch to competitors (Xia and Ha, 2021). Consumers’ demand for a high-quality product or service is critical. Nonetheless, offering high-quality service is critical for businesses to survive and prosper (Jeaheng et al., 2020; Satti et al., 2019). Even when it comes to ensuring a business’s profitability, service quality is critical (Chi et al., 2020; Wang, 2020). According to researchers, particularly specifically in the hospitality industry, service quality equates to increased client satisfaction, consumer revisit intention...