Combined Effects of Drivers and Impact of Customer Satisfaction on Brand Loyalty: The Contingent Effect of Social Trust

Abstract

We strived to examine the combined effects of drivers and consequences of customers’ satisfaction particularly in quick-meal restaurants besides examining the interaction effect of social trust on the association between customers’ satisfaction and brand loyalty. Offline survey was conducted to approach the respondents of fast-food visitors. The valid data were assessed and analyzed through structural equation modeling and moderation step-by-step approach. The findings demonstrate that restaurant stimuli—food, service, atmosphere, location, price, and a variety of food—have robust effects on customers’ satisfaction and eventually on brand loyalty. Social trust has rigorous effect on the association between customers’ satisfaction and brand loyalty. Customers with high social trust have a positive strong bonding with restaurants than those holding low social trust. Theoretical and practical implications have been deliberated and offer some valuable recommendations along for future scholars.