A Study on Customer Loyalty Towards Quick Service Restaurants (QSR's) In Amravati City

Abstract The Quick Service Restaurant (QSR) industry has witnessed significant growth in recent years due to changing lifestyles, urbanization, and increasing demand for fast and convenient food options. Customer loyalty plays a crucial role in the success and sustainability of QSRs, especially in competitive markets. This study aims to analyze customer loyalty towards Quick Service Restaurants (QSRs) in Amravati city and to identify the key factors influencing customer loyalty. The research is based on a descriptive research design and uses both primary and secondary data. Primary data was collected from customers of selected QSRs in Amravati city through a structured online sources. The study focuses on factors such as food quality, pricing, service speed, hygiene, ambience, and customer satisfaction and their impact on customer loyalty. The findings of the study reveal that food quality, prompt service, and overall customer satisfaction significantly influence customer loyalty towards QSRs. The study provides valuable insights for QSR owners and managers to improve service quality and develop effective customer retention strategies. The research also contributes to academic literature and can serve as a reference for future studies related to customer loyalty in the food service industry. Keywords: Customer Loyalty, Quick Service Restaurants (QSRs), Customer Satisfaction, Service Quality, Consumer Behavior, Amravati City