Fast food, customer satisfaction and brand loyalty: an integrative literature review

Growing competition within the fast-food sector has made it more important than ever for brands to understand the factors that influence customer loyalty and satisfaction in order to identify ways to improve their performance. This study analyses Brazilian academic publications on customer loyalty and satisfaction in fast food restaurants from the period 2019-2024, based on searches on the Google Scholar database using the descriptors ‘Customer Loyalty’ and ‘Fast Food’, and ‘Customer Satisfaction’ and ‘Fast Food’. The seven articles selected show that, in addition to consistency, consumers value the quality of products and services, trust, perceived value, personalisation, and service innovation. The results also highlight the need for brands to adapt to the cultural and economic particularities of Brazil. The incorporation of digital technologies is presented as a promising way to increase satisfaction and loyalty by providing valuable insights for industry managers.