Impact Impact of Service Quality on Brand Loyalty: Moderating Role of Personality Traits

Abstract

The research explores how service quality affects brand loyalty in Pakistan's fast-food restaurants while studying how personality traits influence these relationships. The research used SERVQUAL to gather survey responses from 300 fast-food customers at major chains before applying PLS-SEM for relationship validation and predictive power assessment. The research demonstrates that service quality acts as a key positive factor which drives brand loyalty because it maintains customer dedication in competitive service markets. The way people respond to service encounters depends on their personality characteristics. Customers who are conscientious base their loyalty decisions on service reliability and accuracy. The loyalty of agreeable customers increased when they received empathetic and fair treatment from staff while extraverted customers demonstrated stronger loyalty when they experienced responsive and assured service because they value social connections. The research adds value to marketing knowledge by uniting psychological elements with service quality assessments in Pakistan's fast-food market. Organizations should create customized training programs and service recovery systems and innovative solutions which match different personality types to build stronger customer loyalty and market competitiveness.