Consumer loyalty in Indonesia’s Fast-Food Industry a systematic literature review of service quality price fairness satisfaction and word of mouth in the digital era

Seno Sudarmono Hadi; Sri Widyastuti; Darmansyah Darmansyah

doi:10.55942/jebl.v5i3.574

Authors

Seno Sudarmono Hadi Pancasila University
Sri Widyastuti Pancasila University
Darmansyah Darmansyah Pancasila University

DOI:

https://doi.org/10.55942/jebl.v5i3.574

Keywords:

Systematic literature review, Consumer loyalty, Service quality, Price fairness, Word-of-mouth (WOM), Fast-food industry

Abstract

This study conducts a systematic literature review to synthesize and critically evaluate empirical evidence on the determinants of consumer loyalty in Indonesia’s fast-food industry. Drawing on 31 peer-reviewed studies published between 2010 and 2025, the review explores the roles of service quality, price fairness, consumer satisfaction, and word-of-mouth (WOM) in shaping loyalty outcomes. Following PRISMA guidelines, relevant literature was systematically identified, screened, and appraised across major academic databases, with inclusion criteria focused on empirical research conducted in the Indonesian fast-food context. The synthesis confirms that service quality and satisfaction are consistently strong predictors of loyalty, while the effects of price fairness are more context-dependent and often mediated through value perceptions and WOM. The review identifies critical research gaps, including the insufficient integration of digital service attributes into service quality frameworks, limited modeling of WOM as a mediator and moderator, and the lack of comparative analyses between local and international brands. Future research directions are proposed, emphasizing the need for omnichannel conceptualizations, longitudinal and experimental designs, and greater attention to e-WOM and platform-mediated pricing dynamics. The findings offer actionable insights for managers and marketers in Indonesia’s fast-food sector to enhance customer engagement strategies in an increasingly competitive and digitalized market.

Author Biographies

Seno Sudarmono Hadi, Pancasila University

Seno Sudarmono Hadi is a doctoral student in Economics at the Faculty of Economics and Business, Universitas Pancasila, Jakarta, Indonesia. His research interests include consumer behavior, service quality, and loyalty in the fast-food and retail sectors.

Sri Widyastuti, Pancasila University

Prof. Dr. Sri Widyastuti is a Professor of Management in the Doctoral Program at the Faculty of Economics and Business, Universitas Pancasila, Jakarta, Indonesia. Her expertise lies in global and digital marketing management, with research interests spanning service quality, SME competitiveness, e-commerce consumer satisfaction, and innovation strategies. She earned her doctorate in Management from Universitas Padjadjaran, complemented by master’s degrees from Universitas Indonesia and STIE IPWI Jakarta. She has published extensively in peer-reviewed journals, including studies on halal tourism competitiveness, SME strategy, and modern retail marketing.

Darmansyah Darmansyah, Pancasila University

Dr. H. Darmansyah is a Lecturer in the Doctoral Economics Program at the Faculty of Economics and Business, Universitas Pancasila, Jakarta, Indonesia. He holds doctoral degrees from Universitas Ibn Khaldun and Universitas Pancasila. His academic expertise focuses on advanced management accounting, tax policy, SME competitiveness, and service quality. He has published in several peer-reviewed journals on topics including halal tourism, innovation strategies of SMEs, and e-commerce consumer satisfaction.

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