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Impact of Social Media Marketing, Price Promotion, Corporate Social Responsibility and Brand Loyalty on Customer Satisfaction in Fast Food Industry in Pakistan
(UMT, Lahore, 2018) Muddasser Nazir
This study is aimed at the understanding and finding out about the satisfaction of consumers in the fast food industry set up in Pakistan. Four factors are used to assess what impact they have upon the customer satisfaction of consumers of the fast food industry namely social media marketing; price promotion; corporate social responsibility and brand loyalty. Four hypotheses were formed to assess the impact on customer satisfaction. The data was collected from 322 participants for the sake of this study, out of which 307 responses were used for analysis. The results of the study proved that three of the hypotheses were approved and one of the hypotheses was rejected. Social media marketing, corporate social responsibility and brand loyalty have the direct and significant effect upon the customer satisfaction.