Service quality, food quality, and customer loyalty in the fast-food industry in San Jose, Occidental Mindoro

Customer experience became crucial to different businesses; it drove satisfaction that led to customer loyalty.This study aimed to determine the level of service quality and the current status of food quality in different fast-food establishments (McDonald's, Mang Inasal, Bonchon, and Chowking) in San Jose, Occidental Mindoro.It examined whether service and food quality significantly affected customer loyalty.This quantitative approach employed a descriptive correlational design.The data were gathered from a random sample of 338 customers from different fast-food establishments, using a 4-point Likert scale and adapted questionnaires.The findings revealed that workers in the fast food sector deliver outstanding customer service due to their readiness to assist and their skills and knowledge that enable them to serve customers efficiently.Furthermore, when it comes to food quality in the fast food sector, survey participants favor freshly prepared meals because they find them more enjoyable.Since it improves the overall dining experience, the participants mentioned that they prefer their meals to be flavorful.Moreover, because they had a good experience, the participants are likely to revisit this fast food restaurant.In addition, service quality also has a bigger effect on customer loyalty than food quality.This study recommends that the fast-food industry maintain high standards of food quality to earn customer loyalty and stay ahead in a competitive market.Lastly, future researchers may analyze how marketing strategies of the fast food industry, such as influencer partnerships and social advertising, affect the insights and loyalty of its customers.