Abstract

Customer satisfaction is paramount to businesses success. It has been researched in business and marketing since the 1970s. If customer satisfaction is achieved brand loyalty often results. Because of that, brand loyalty has also been heavily researched in the last few decades. The purpose of the current research was to determine the drivers of customer satisfaction and brand loyalty, as well as examining the relationship between the two. Our investigation examined the effects on the marketing mix (the 7 Ps, including price, promotion, place, etc.) on customer satisfaction and brand loyalty at McDonald’s restaurants in Morocco. A quantitative method was used in the study, with a survey research design. The results of the study indicate that the marketing mix does indeed influence customer satisfaction and brand loyalty. Implications of the findings are beneficial for both scholars and practitioners of marketing and business. 

Key words: McDonald’s, customer satisfaction, brand loyalty, fast food, Morocco, Africa.