Paper Title
Customer Satisfaction & Brand Loyalty in the Fast Food Industry

Abstract
The purpose of the current study was to determine the effects of price, food quality, service quality, and physical environment on customer satisfaction and brand loyalty at McDonald’s restaurants in Morocco. The quantitative method was used in the study, with a questionnaire research design. Seven of eight hypothesis were supported. The results are valuable for both academicians and practitioners: increased understanding key indicators of customer service and brand loyalty in the Moroccan culture is provided and can guide future fast food restaurants as they seek to achieve customer satisfaction and brand loyalty. Index Terms - Brand Loyalty, Customer Satisfaction, Fast Food Industry, Morocco