Customer lifetime value: the effect of relational benefits, brand experiences, quality, satisfaction, trust and commitment in the fast-food restaurants

Purpose This study examines factors that affect customer lifetime value (CLV) in fast-food restaurants (FFRs) Jordan. These are relational benefits, brand experiences, service quality (SQ), satisfaction, trust and commitment. Design/methodology/approach An online survey was collected from a sample of 503 respondents. The authors used SPSS to test the constructs' relationships analyse data. SmartPLS hypotheses. Findings In contrast previous studies, not all dimensions experiences benefits had significant positive influence on relationship marketing outcomes (satisfaction, commitment). On other hand, results demonstrated SQ outcomes. Furthermore, research reveals commitment significantly positively influenced CLV. Practical implications Those FFRs seek enhance CLV should build solid sustainable bonds with their customers. paper concludes by stating its implications, limitations opportunities available for future research. Originality/value study, which is unique Middle East, includes essential strategies managing can be universally applied improve maximise performance businesses.