Author(s): Khaled Gad
The goal of this study is to empirically investigate the relations between food quality, price fairness, location and physical environment, and customer retention in the oriental food chains in Egypt. In addition to that, this paper validates a model regarding the relations between the variables. The study's data were gathered through a survey with 410 valid answers. The results were analysed by employing Structural Equation Modelling technique (SEM) using Analysis Moment of Structures (AMOS) software. The main conclusions drawn from this study are: the direct effect between (perceived food quality, perceived price fairness, location & physical environment) and customer retention is statistically significant. The direct effect between (perceived food quality, perceived price fairness, location & physical environment) and customer satisfaction is statistically significant. The direct effect between customer satisfaction and customer retention is statistically significant. And finally, customer satisfaction mediates the relationship between (perceived food quality, perceived price fairness, location & physical environment) and customer retention.