Brand loyalty is based on customer decision involvement; in this study we show the
relationship between promotional activities and loyal customer to specific brands. We have
examined the relationship between the customer purchasing pattern and brand loyalty and how
loyal customer are likely to switch brands because of promotional activities in the service
industries. Our research shows how frequently loyal customer switch brands according to the
positive situations like promotional activities. Situational factors influence loyal brand customers,
factors like brand loyalty, brand decision involvement, brand satisfaction, brand identification,
self-congruity, service value and brand involvement. A questionnaire covering a sample size of
300 people who frequently use food service brands. Our respondents being adults of all ages who
frequently order food. The main variables used in the study are borrowed from a previous research
and further tested for validity and reliability among one moderated variable. We used SPSS to
conduct a reliability analysis with the help of Cronbach’s Alpha to test the variables and further
tested the model in AMOS. The study examines how promotional activities impact brand loyal
customers; it will be beneficial to those brands who would want to retain their customers in the
long term. They may also know how promotional activities influence the buying pattern of
customers. Brand loyalty, promotional activities, customer loyalty, and customer decision
participation.
