sajm





SAJM VOL 30.3 (7)

FACTORS AFFECTING THE ATTITUDES AND REVISIT-INCLINATION AT FAST FOOD ESTABLISHMENTS: AN EMPIRICAL INQUIRY AMONG UNIVERSITY SCHOLARS IN PATIALA, PUNJAB, INDIA

Parminder Singh Dhillon

DOI: https://doi.org/10.62206/sajm.30.3.2023.141-158

PUBLISHED : 07 NOV 2023

Abstract

This study investigates the factors influencing customer satisfaction and revisit intentions among undergraduate students at fast food restaurants in Patiala, Punjab, India. With increasing fast-food outlets, attracting and retaining customers, especially budget-conscious students, is crucial. The research delves into determinants of customer satisfaction and revisit intentions for undergraduates picking fast food places. Data from 184 students were collected through a structured questionnaire. The study focuses on internationally branded fast-food outlets due to the concentration of universities. Results indicate positive connections between food quality, service quality, Restaurant ambience, price sensitivity, and customer satisfaction and revisit intention. Food quality and price sensitivity significantly impact satisfaction and revisits. These findings highlight the need for quality food and price consideration. The research contributes novel insights into undergraduate-focused fast-food determinants. Concentrating on Patiala’s globally branded fastfood outlets, located in a university—rich area, enriches understanding of industry dynamics and retention strategies. The results guide restaurant owners in shaping marketing and operational strategies for student customer loyalty and business success.

Key Words

Customer satisfaction, Fast food restaurants, Food quality, Price sensitivity, Restaurant ambience, Revisit intentions, Service quality, Undergraduate students.

Author Biography

Parminder Singh Dhillon
Assistant Professor, Department of Tourism, Hospitality & Hotel Management, Punjabi University, Patiala, India. E-mail: This e-mail address is being protected from spambots. You need JavaScript enabled to view it

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