The Relationship between Customer Satisfaction and Brand Loyalty in the UK Fast Food Industry (2013)

This dissertation is focuses on identifying the relationship between customer satisfaction and brand loyalty in the fast food industry. The researcher has considered the case study of the UK fast food industry in order to undertake this research. There are numerous studies which show that increased customer satisfaction results in improved loyalty of the customers with the brand. The customers which are satisfied with the products and services of the company are not price sensitive and they also don’t easily get attracted towards the competitor’s offerings.

The satisfied customers always show significant interest in buying additional products which are offered by the organization and it also help a great deal in order to ensure the success of the newly launched brands of the firm in the long run. The customer satisfaction leads to brand loyalty which impacts the profitability of the organizational positively. The business firms which are successful in retaining more than 5% of its customers can easily increase their profitability by 25% to 125%. In the modern world, customer satisfaction is the most important requirements for the businesses and without satisfied and happy customers, there is no guarantee of organizational survival, therefore, it is essential for the firms to modify their business strategies in order to make their target customers happy. The most important consideration is that customer satisfaction results in brand loyalty which will create a broad impact on the overall business results for the organization.

One of the biggest challenges nowadays for the organizations operating in the restaurant and service industries is to provide and maintain the satisfaction of their customers and ensure their brand loyalty. For this particular study, both primary and secondary data sources have been considered in order to collect the data for research analysis purpose. The primary data has been collected through the questionnaire survey method.

The researcher has conducted the survey with the customers of five fast food restaurants in order to identify the relationship between customer satisfaction and customer loyalty. The fast food restaurants which are selected by the researcher in order to collect the information from the participants include Pizza Hut, KFC, Mc Donald’s, Burger King and Dominos. The researcher has distributed the questionnaires to the customers who were visiting the fast food restaurants for din-in and take away purposes. The information provided by the respondents of the survey has not only helped the researcher to identify the satisfaction of the customers about the products and services which are offered by the fast food restaurants but it also allows him to collect the first hand information essential to generate the study outcomes which are close to reality.

The secondary data has been collected through the academic journals, books and articles which have been written on the topic of customer satisfaction and brand loyalty. The study outcome shows that significant percentages of the people living within the UK are visiting the outlets of the fast food restaurants on frequent basis. The research findings show that if the customers are satisfied with the existing brands of fast food companies then they are very less likely to get attracted towards the other brands. The main findings of the research reflect that brand loyalty generates significant benefits for the firms operating in the era of the increasing competition. The main questions of this dissertation are as below;

  • What is the relationship between customer satisfaction and brand loyalty?
  • Why it is essential for the organizations operating in the fast food industry to ensure the satisfaction and loyalty of their target customers?
  • How customer satisfaction enables the fast food organization to achieve brand loyalty of the customers in the long run?
  • 18,000 words – 68 pages in length
  • Excellent use of literature
  • Good analysis of subject area
  • Well written throughout
  • Ideal for business and marketing students

1: Introduction
Study Background
Research Questions
Research Objectives
Research Rationale

2: Literature Review
Concept of Customer Satisfaction
Concept of Customer Loyalty
Relationship between Customer Satisfaction and Loyalty
Customer Satisfaction in Fast Food Industry
Customer Loyalty in Fast Food Industry

3: Research Methodology
Research Approach
Questionnaire Survey
Data Collection Methods
Sample Size and Sampling Techniques
Research Limitations
Ethical Issues

4: Research Results and Findings
Analysis of Questionnaire Survey
Outcomes of the Research Study
Summary and Conclusion

5: Final Conclusion and Recommendations
Final Conclusion



Customer Satisfaction and Brand Loyalty Dissertation
Customer Satisfaction and Brand Loyalty Dissertation

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