[01] Mula Nazar Khan, Hailey College of commerce, University of the Punjab, Lahore, Pakistan. [02] Zain-ul-Aabdean , Hailey College of commerce, University of the Punjab, Lahore, Pakistan. [03] Muhammad Salman, Hailey College of commerce, University of the Punjab, Lahore, Pakistan. [04] Babar Nadeem, Hailey College of commerce, University of the Punjab, Lahore, Pakistan. [05] Muhammad Rizwan, Hailey College of commerce, University of the Punjab, Lahore, Pakistan.

To survive in severe competition brand loyalty is powerful tool. This study investigates the impact of product and service quality on brand loyalty. The purpose of this study is to investigate the behavioral and attitudinal brand loyalty for quick service fast food restaurants. Data is collected based on 100 sample respondents. In order to maintain brand loyalty quick service restaurants pay attention to product and service quality. Regression and correlation analysis are conducted. Three restaurants are included for study this concept. Results show that there is positive relationship between product, service quality and attitude base loyaltyand find positive relationship between product, service quality and behavior base brand loyalty.

Product Quality, Service Quality, Attitudinal Based Brand Loyalty, Behavioral Based Brand Loyalty, & Quick Service Restaurant

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