June 2019

Customers’ satisfaction and brand loyalty at McDonald’s Maroc

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...

Author(s): Aymar Raduzzi and Joseph Eric Massey