The Impact of Customer Satisfaction on Brand Loyalty : A Case study Of McDonald Rauma

Abstract

The aim of the present study was to find out the factors that impact brand loyalty in McDonald’s Rauma by considering service quality, food quality, customer expectation, brand image, and customer satisfaction. This research was conducted using a quantitative research approach and involved administering a structured questionnaire to 50 customers of McDonalds in Rauma.

The data were analysed statistically with a view of determining the various coefficients that exist between the various variables and the level of brand loyalty. The findings revealed that there was a strong positive relationship between customer satisfaction and brand loyalty with brand image, customer expectations, food and service quality.

This research established that when customers were asked to rate their importance, each factor impacted brand loyalty and customer satisfaction had the largest effect. The research indicated that brand loyalty could be boosted by creating satisfaction with enhanced service, better quality foods offered, and better alignment of services with customers’ expectations.

Moreover, it was argued that a good brand image was critical to customer loyalty. Thus, the results can be useful for McDonalds Rauma in furthering their knowledge about the ways they can develop their brand loyalty strategies. Future studies might consider extending the present set of findings to other McDonald’s restaurants or to other cultures to confirm the conclusions made in the present investigation more rigorously.