Global Journal of Management and Business Research, E: Marketing, Volume 22 Issue 3

V. C onclusion Through this research, we wanted to study the consumer satisfaction with regard to the fast-food industry in Cameroon and precisely, the dimensions that can explain consumer satisfaction when visiting a fast- food type restaurant. The study result indicated that fast- food menu and the atmosphere satisfaction have a positive effect on global satisfaction. As well, out of the three dimensions of satisfaction, global and menu satisfaction proved to have a positive impact on consumer loyalty, but effect of the atmosphere satisfaction appeared to be not determinant. In addition, the mediator role of global satisfaction proved to be relevant. As for the factors affecting satisfaction in general, food appeared to be the most crucial dimensions when consumers evaluate the satisfaction attached to the meal, over the others factors. Our contribution is innovative insofar as it extrapolates the studies on consumer satisfaction that we mentioned in our literature review. We brought to light new dimensions, in particular the importance of the atmosphere of the fast- food, and validated almost all of the hypotheses evoked. Therefore, we can affirm that our contribution should be useful for other studies which will, at least, corroborate our assertions. These results deepen the conclusions of some previous studies (in restaurants with service), by insisting more on the concepts attached to food (quality, quantity of food). Finally, regarding loyalty, we confirmed that it was strongly linked to overall satisfaction. Moreover, loyalty is explained more by attitudinal loyalty (recommendation of the restaurant) than by behavioral loyalty (return to the restaurant). Be that as it may, in light of these results, consumers seem to have become aware of an important and rapidly expanding phenomenon in Africa, the search for quality food is now becoming a major dimension. 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