What Are the Antecedents to Fast-Food Customer Loyalty?

Customer retention and loyalty are paramount in the restaurant industry, especially in the fast-food sector. Although customer loyalty in the fast-food industry has received extensive attention from practitioners and academics worldwide, researchers have yet to establish the critical factors of fast-food customer loyalty. This paper aims to reveal the antecedents of fast-food customer loyalty by synthesizing the results of recent studies. Methodologically, this research develops a systematic literature review following the PRISMA framework. Thirty-one publications available on Scopus and Web of Science databases were included in the review and analyzed to identify the most researched antecedents of fast-food customer loyalty in recent years. Overall, this research provides valuable insights for academics and practitioners interested in fast-food customer loyalty.