THE SATISFACTION OF CUSTOMER AND THE MODELING OF LOYALTY IN THE INDUSTRY OF FAST-FOOD

This study’s primary goals were to look at the antecedent factors influencing customer satisfaction (service quality, food physical environment price fairness, and brand image) then evaluate causality between loyalty in fast-food restaurant segment. In this research, 480 questionnaires delivered six customers Phnom Penh, Cambodia, using a self-administered questionnaire method convenience sampling methodology, leaving 403 (=83.95 percent) of total sample size viable for research. The acquired data analyzed utilizing statistical software SPSS 22.0 AMOS 26 Graphics accordance with structural equation modeling (SEM) qualitative approaches. Before conducting SEM, confirmatory factor analysis (CFA) was used check data's goodness-of-fit model, convergent discriminant validity, indicator composite reliability. It revealed that except service quality image shown be most significantly positive consumer satisfaction, followed by pricing fairness. Customer affected amount loyalty. study findings made significant advances current theories management implications, specifically when assessing success determinants restaurants.