FOOD QUALITY DIMENSIONS AND CUSTOMERS’ LOYALTY TOWARDS FAST-FOOD RESTAURANTS

Abstract

This study examined food quality and customers’ loyalty towards fast-food restaurants, specifically seeking to determine the effects of food taste, safety, presentation, and quality of ingredients on customers’ loyalty. It had its foundational underpinning in the enticement-repellent theory and adopted a cross-sectional survey research design. Primary data were collected from 276 customers of fast-food restaurants using a structured questionnaire and were analysed and interpreted through descriptive statistics, while the hypotheses were tested using multiple linear regression in the Statistical Package for the Social Sciences. The findings revealed that food quality dimensions, including food taste, safety, presentation, and quality of ingredients, had significant positive effects on customers’ loyalty towards fast-food restaurants. Hence, the study recommended that managers of fast-food restaurants should ensure the taste of their meals remains consistently enjoyable by incorporating a blend of rich flavours, carefully selected seasoning tailored to both local and international palates, and tantalizing aromas that create an irresistible dining atmosphere, thereby encouraging repeat patronage and positive word-of-mouth. It was further recommended that managers should implement strict food hygiene protocols, maintain spotless restaurant environments, ensure proper storage, and incorporate natural food preservatives such as vinegar or rosemary extract in order to guarantee consistently high food quality, minimize health risks, and build trust among customers, while other recommendations were made to enhance dimensions of food quality such as food presentation and quality of ingredients in fast-food restaurants.