Determinants of Brand Loyalty in Fast Food Restaurant in North Cyprus: Cases of Johnny Rocket & Burger City

This thesis examines the determinant of brand loyalty such as dining experience, restaurant image, and customer satisfaction in the case of the fast food sector in North Cyprus-Famagusta. Regression analysis, t-test and ANOVA analysis were conducted to investigate the relationship between Brand loyalty and its determinants. One hundred and ninety-three responses were collected through the use of questionnaires from students of Eastern Mediterranean University and customers of Johnny Rocket & Burger City for the analysis. The results of the thesis revealed that dining experience, restaurant image, and customer satisfaction are all significant and have a positive influence on brand loyalty in the fast food sector. The results also show that male and female customers have different opinions about fast food restaurant in North Cyprus whereas customer opinions about fast food restaurant in North Cyprus differ according to their age. Lastly, the results illustrate that customers being satisfied are not a guarantee for their loyalty. Keywords: Brand loyalty, Dining experience, Restaurant Image and Customer satisfaction, regression analysis, ANOVA test, North Cyprus.