Study of Consumers Satisfaction Regarding Fast-Food Restaurants in Cameroon

Study of Consumers Satisfaction Regarding Fast-Food Restaurants in Cameroon

Bomi Juliet Sama

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Study of Consumers Satisfaction Regarding Fast-Food Restaurants in Cameroon

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Abstract

The main objective of this research is to investigate the consumer satisfaction in the context of booming fast-food industry of Cameroon. More precisely, we break the satisfaction concept into different constructs, atmosphere satisfaction, menu satisfaction and global satisfaction, based on the different drivers of satisfactions; we then evaluate the influence of atmosphere satisfaction and menu satisfaction on global satisfaction as well as the impact of the three dimensions of satisfaction on consumers loyalty. The researcher also evaluated the moderator role of global satisfaction on the relationship linking atmosphere and menu satisfaction to loyalty. The study results indicated that fast-food menu and the atmosphere satisfaction have a positive effect on global satisfaction. As well, out of the three dimensions of satisfaction, global and menu satisfaction proved to have a positive impact on consumer loyalty, but effect of the atmosphere satisfaction proves to be not determinant. In addition, the mediator role of global satisfaction proved to be relevant.

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Funding

No external funding was declared for this work.

Conflict of Interest

The authors declare no conflict of interest.

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No ethics committee approval was required for this article type.

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How to Cite This Article

Bomi Juliet Sama. 2026. \u201cStudy of Consumers Satisfaction Regarding Fast-Food Restaurants in Cameroon\u201d. Global Journal of Management and Business Research - E: Marketing GJMBR-E Volume 22 (GJMBR Volume 22 Issue E3): .

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GJMBR Volume 22 Issue E3
Pg. 23- 34

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Crossref Journal DOI 10.17406/GJMBR

Print ISSN 0975-5853

e-ISSN 2249-4588

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GJMBR-E Classification: DDC Code: 381 LCC Code: HF5415.3

Submission ReceivedAugust 23, 2022
Peer Review Double Blind
Handling Editor
Accepted August 30, 2022
Published November 16, 2022

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January 9, 2023

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