FEATURE PEER-REVIEWED ARTICLE

• EFFECTS OF CUSTOMER EXPERIENCE AND TRUST ON CUSTOMER LOYALTY IN THE FAST-FOOD INDUSTRY OF PUNJAB, PAKISTAN

  Muhammad Azeem, Muhammad Sajjad, Muhammad Imran Khan, Madiha Ali, Aamir Hayat, Munir Ahmed, Rafaqet Ali (Department of Management Sciences, COMSATS University Islamabad, Vehari Campus, PAKISTAN).
  

  Disciplinary: Management Sciences.

  ➤ FullText

  DOI: 10.14456/ITJEMAST.2020.208

  Keywords: Product Experience, Outcome Focus, Moments-of-Truth, Peace-of-Mind, Trust, Customer Loyalty, Structural Equation Modelling.

  Abstract
  The purpose of this research was twofold. First, the study empirically investigated the effects of customer experience quality on customer loyalty. Second, the mediating effects of trust were investigated in the relationship between customer experience quality and customer loyalty. Clients' perceptions were gathered through a convenience sampling technique from 428 fast-food consumers. PLS-SEM was employed to analyze the internal consistency, reliability and validity, and significance of hypothesized data by using SmartPLS 3.28. Outcomes revealed that trust mediates the relationship between customer experience quality and customer loyalty. More specifically, trust is a dominant factor in the fast-food industry to develop sensory aspects for durable relationships and reinforce customer loyalty.
  
  

  Paper ID: 11A11D

  Cite this article:

  Azeem, M., Sajjad, M., Khan, M.I., Ali, M., Hayat, A., Ahmed, M., Ali, R. (2020). EFFECTS OF CUSTOMER EXPERIENCE AND TRUST ON CUSTOMER LOYALTY IN THE FAST-FOOD INDUSTRY OF PUNJAB, PAKISTAN. International Transaction Journal of Engineering, Management, & Applied Sciences & Technologies, 11(11), 11A11D, 1-11.