The impact of service quality on customer satisfaction and customer loyalty: An analysis of the KFC fast food chain company in Inner Mongolia in China

The growth of the bustling fast-food sector of Inner Mongolia, China has underscored the competitive advantage of cultivating satisfied, loyal customers. This research endeavoured to evaluate how service quality and customer satisfaction influence customer loyalty, focusing on KFC establishments within Inner Mongolia. This study also explored the intermediary role of customer satisfaction in the relationship between service quality and loyalty. The study utilized convenience sampling to gather data from 353 customers at KFC outlets in various cities across Inner Mongolia, including Ulanhot, Hohhot, Baotou, Chifeng, and Tongliao. The data were then analyzed using SPSS software. The findings revealed significant correlations among loyalty, satisfaction, and high-quality service. It was confirmed that customer satisfaction acts as a mediator in the relationship between service quality and loyalty, supporting the study’s hypothesis. The insights gained are invaluable for managing quick-service restaurants, offering guidance on improving service standards and crafting strategies to sustain customer satisfaction.