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Enhancing Customer Satisfaction in Fast Food: A Novel Approach Integrating SEM and ANN for Relationship Marketing Analysis


Affiliations
1 Research Scholar, Jharkhand Rai University, Kamre. Ranchi; Assistant Professor, Department of HMCT, BIT, Mesra, Ranchi, India
2 Associate Professor, Department of Management and Commerce, Jharkhand Rai University, Kamre, Ranchi, India
3 Assistant Professor, Department of HMCT, BIT Mesra, Ranchi, Jharkhand, India
 

The current study presents the integrated model that explores how the relationship marketing tool constructed on the bases of trust, commitment, and communication helps achieving customer satisfaction in fast food industry. The underpinning theories of this study are relationship marketing theories, trust-commitment theory on key mediating variables and confirmation/ disconfirmation theory for satisfaction. A Two Staged Structural Equation Modelling – Artificial Neural Network Approach is used to validate the findings of the research. The findings reveal that Trust has the highest impact on customer satisfaction, followed by Commitment and Communication. Both the Smart PLS and ANN analyses support this result, validating its significance. The finding highlights the importance for the fast-food industry to prioritize quality, service, and relationship marketing strategies as key factors for long-term success and sustained customer engagement.

Keywords

Trust, Commitment, Communication, Relationship marketing, Customer satisfaction, Artificial Neural Network.
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  • Enhancing Customer Satisfaction in Fast Food: A Novel Approach Integrating SEM and ANN for Relationship Marketing Analysis

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Authors

Gautam Shandilya
Research Scholar, Jharkhand Rai University, Kamre. Ranchi; Assistant Professor, Department of HMCT, BIT, Mesra, Ranchi, India
Ajitabh Dubey
Associate Professor, Department of Management and Commerce, Jharkhand Rai University, Kamre, Ranchi, India
Praveen Srivastava
Assistant Professor, Department of HMCT, BIT Mesra, Ranchi, Jharkhand, India

Abstract


The current study presents the integrated model that explores how the relationship marketing tool constructed on the bases of trust, commitment, and communication helps achieving customer satisfaction in fast food industry. The underpinning theories of this study are relationship marketing theories, trust-commitment theory on key mediating variables and confirmation/ disconfirmation theory for satisfaction. A Two Staged Structural Equation Modelling – Artificial Neural Network Approach is used to validate the findings of the research. The findings reveal that Trust has the highest impact on customer satisfaction, followed by Commitment and Communication. Both the Smart PLS and ANN analyses support this result, validating its significance. The finding highlights the importance for the fast-food industry to prioritize quality, service, and relationship marketing strategies as key factors for long-term success and sustained customer engagement.

Keywords


Trust, Commitment, Communication, Relationship marketing, Customer satisfaction, Artificial Neural Network.

References





DOI: https://doi.org/10.23862/kiit-parikalpana%2F2023%2Fv19%2Fi2%2F223471