Fast food refers the food that sold in a restaurant or store with preheated or precooked ingredients and

served to the customer in a packaged form for take-out/take-away. India's growing middle class and
their changing food habits offer unprecedented growth opportunities to the quick-service restaurant
industry. To reap the benefits of Indian market many global brands have entered the market. In a
competitive marketplace, customer satisfaction is seen as a key differentiator and important marketing
objectives to be achieved. Customer satisfaction is the customers’ evaluation of goods or services in
terms of whether that goods or services have met his needs and expectations. Numerous studies show
the positive and significant relationship between customer satisfaction and customer loyalty. Besides,
there are studies indicating customer satisfaction is only one antecedent of customer loyalty. The
present study explores components of customer satisfaction through using exploratory factor analysis at
Rolls Mania a fast food service restaurant at Kolhapur City. The empirical evidence of 154 customers
reveals that dining experience; accessibility, convenience & affordability and product test are the
important components of customer satisfaction. The regression analysis result reveals significant
relationship between customer satisfaction and customer loyalty.

Fast food, the term was first defined by Merriam–Webster dictionary in 1951. Fast food refers the food
that sold in a restaurant or store with preheated or precooked ingredients and served to the customer in
a packaged form for take-out/take-away (Merriam–Webster dictionary). Fast food restaurants are
traditionally separated by their ability to serve food via a drive-through (Dube, 2017). Fast food
restaurants are also known as quick serve restaurants (QSR) (KPMG India, 2016). According to the
report, global fast food market was valued at over USD 539.63 billion in 2016, is expected to reach
above USD 690.80 billion in 2022 and is anticipated to grow at a CAGR of slightly above 4.20 percent
between 2017 and 2022 (Zion Market Research, 2017). India is not distanced from growth story of QSR
global market. CRISIL, India's largest independent and integrated research house, estimated that Indian
QSR Industry accounts for 34 billion dollars in 2012. CRSIL predicted, Indian