Factors Affecting Customer Satisfaction: A Case Study of Food Panda

Purpose: The purpose of this study is to investigate the impact of service quality and social media marketing on customer satisfaction, mediating through the brand image of the food panda. This study also aims to examine the moderating role of the price on the relationship between the brand image and customer satisfaction. Methodology: The nature of this study is quantitative, so the researcher used the deductive approach.  Primary data was collected by a closed-ended questionnaire from the 354 frequent users of the food panda of Karachi city. After the initial screening, 332 respondents' data was accurate for further analysis. The data analysis technique was PLS-SEM, done by PLS Smart. Findings: From the results of this study, it was found that social media marketing and the service quality of the food panda have a significant positive impact on customer satisfaction. Price doesn’t exert any moderation effect on the satisfaction of the customers of Food Panda.  Conclusion: From this study, it is concluded that service quality and social media marketing are highly affecting customer satisfaction. So, that is why food panda must concentrate on its service quality to bring better satisfaction to its customers. Practical Implications: The findings will help the food panda to concentrate on the proper factors which are practically responsible for the satisfaction of its customers.