Factors That Influence Customer Loyalty in Pakistan’s Fast Food Sector Amongst Its Youth

Abstract

Pakistan holds the world's eighth largest market in terms of fast-food and food related business with fast food serving 169 million customers and accounting for 16% of total employment in the manufacturing sector (Food and Agriculture Organization of the United Nations and Ministry of Planning Development and Reform, Government of Pakistan, 2018). Elster (2014) attributes future growth in the sector to the young population and, with the median currently age at 22 (Central Intelligence Agency, 2020) from a population of 207,774,520 (Pakistan Bureau of Statistics, 2017), the industry is ripe for future expansion.