Consumer Dissonance and its Influence on Consumer Loyalty in Quick Service Restaurants in Chennai City

Identifying Consumer Dissonance in Quick Service Restaurants (QSRs) and ensuring that their consumers do not get dissatisfied and become consumers of their competitors is the need of the hour for all QSRs. Hence this study attempts to identify the factors that cause Consumer Dissonance (CD) in QSRs and what are the factors that have a relationship with CD. In this case it is Consumer Loyalty (CL). This Research paper is based on a study conducted on the basis of the responses given to the structured questionnaire administered to the respondents of the four QSRs viz., McDonalds, Kentucky Fried Chicken (KFC), Pizza Hut, and Subway in Chennai City by the researchers. The two important factors which affect customers in QSRs in Chennai City as identified by the researchers are CD and CL. Another aspect which has been studied by the researchers is the kind of relationship that exists between CD and CL in the abovementioned QSRs in Chennai City.