Variables affecting behavioral intentions and brand loyalty in fast food restaurants: Eski̇şehi̇r case

Consumer satisfaction and consumer loyalty concepts have gained importance with the today's service sector development and change in the understanding of marketing. The services of companies directly affect consumer behavioral intentions and their brand loyalty. There is an increasing demand for fast food restaurants due to practical, rapid preparation and the wide variety of food. Thus, quality of services and food presented in fast food restaurants are presumed relevant to consumers revisiting the restaurants, recommending the restaurant to others and their brand loyalty. In this study primarily service quality, food quality, perceived value, customer satisfaction, behavioral intentions and brand loyalty are discussed theoretically. The perception of consumers who are visiting the fast food restaurant consumers, about service quality, food quality, perceived value, consumer satisfaction, behavioral intention and brand loyalty are collected with a survey and the relation between the variables are tested within the scope of study by Structural Equation Model (SEM) and a model proposal after the theretical framework. The results revealed that service quality, food quality, perceived value and consumer satisfaction has positive effect on consumer's behavioral intentions and their brand loyalty.