Analysis of the effect of physical environment, food Quality, customer orientation, Communication, relationship benefits, & price fairness to customer loyalty through Relationship quality to roping consumers Plus plus in surabaya

The food restaurant sector in Indonesia is continuously expanding, and over time, many types of restaurants have emerged, one of which is a fast food restaurant, where customers do not have to wait long. As time passes, society's pattern begins to evolve, and people increasingly favor fast food outlets since they are more convenient. Warunk UpNormal Surabaya is one of the fast-food restaurants in Indonesia that has influenced the growth of the fast food sector. The purpose of this research is to see how the physical environment, food quality, customer orientation, communication, relationship benefits, and price fairness impact customer loyalty through Relationship Quality. The outcomes of this study include increased understanding in the field of management, particularly how much customer pleasure influences customer loyalty, with the final effect being an increase in Warunk UpNormal consumers in Surabaya. This study employs causal analysis. The approach utilized in this study was a quantitative one, with data processed using SPSS software. Data is collected using a distributed questionnaire with a total of 145 respondents, with the characteristics of male respondents and women aged 18-60 years, who reside in Surabaya and have dined at least twice in the previous six months on Warunk UpNormal Surabaya food and drink.