The Relationship Between Customization, Customer Satisfaction, Gratitude and Repurchase Intention in The Fast Food Restaurants: The Moderating Eff ect of Inertia on Repurchase Intention

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In this research, the eff ect of customization in fast-food restaurants on consumer satisfaction and gratitude was investigated. Following, the eff ect of consumer satisfaction and gratitude on repurchase intention was examined. Besides, moderating eff ect of inertia on repurchase intention was explored. To this end, data was collected through a questionnaire in two fast-food restaurant in Gölbaşı, Ankara. The study took into consideration 386 questionnaires. Results of the research indicate that, customization had positive eff ect on consumer satisfaction and gratitude. Additionally, consumer satisfaction and gratitude had positive eff ect on repruchase intention. There was no signifi cant moderating eff ect of inertia on the relationship between consumer satisfaction and repurchase intention. But, when the relationship between gratitude and repurchase intention was investigated, the relationship was stronger for the group with low inertia.

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Customization , customer satisfaction , gratitude , repurchase intention , inertia , fast , food restaurants.

Ege Academic Review (EAR)

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Ege Academic Review (EAR)