Consumer Buying Behavior as Loyalty Antecedents at Selected Fast Food Chain Restaurants

Fast food industry is highly competitive to stand out in this crowded field where understanding consumer behavior is a must. To be successful, it must be able to project the right image of quality to the customers and ensure that they will continue patronizing the business. This research was conducted to determine the influences to consumer buying behavior as loyalty antecedents at fast food chain restaurants in a selected city in the Philippines. The data were analyzed using five- point Likert Scale and the simple mean, Goodman, and Kruskal’s Gamma Correlation. Findings revealed that marketing influences were evident to consumer buying behavior, while situational, psychological and socio-cultural influences were moderately only. Moreover, customers are likely to show loyalty in fast food chain restaurants. Surprisingly, the influences have no impact to loyalty. A marketing program was proposed to enhance loyalty. The fast food restaurant managers are advised to provide a solid foundation for creating customer loyalty. Have the right portfolio of customer segments, attract the right customers, tier the service and deliver high level of satisfaction. They need to tie their customers more closely to their firm by deepening relationship via bundling or cross-selling services.