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All Journal Advances in Global Economics and Business Journal
Nur Darwisyah Zulkepli
Universiti Sains Malaysia
Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Other

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Contributing Factors to Customer Loyalty in Fast-Food Restaurants: A Study of KFC Varsha Ganatra; Kok Ban Teoh; Nur Batrisyia Sapian; Daisy Mui Hung Kee; Nur Aqilah Mas Ud; Nur Darwisyah Zulkepli; Nur Farhah Fadhilah Mokhtar; Kavita Jaiswar
Advances in Global Economics and Business Journal Vol. 2 No. 2 (2021): Advances in Global Economics and Business Journal (AGEBJ)
Publisher : Global Academia Publisher

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Abstract

KFC is known globally as one of the largest fast-food chains. It raises the issue of how they managed to survive years after years, although the fast-food industry's rivalry has grown rapidly with many leading brands in the market. For KFC to survive the severe competition, they need to retain the values that keep their loyal customers. This research aims to investigate the contributing factors to customer loyalty. A total of 100 respondents from Malaysia have participated in the survey. The results indicated that food quality, convenience, and price and value are the important factors that lead to customer loyalty. The findings may be useful for the management of KFC Malaysia to sustain their business through the competitive industry.
Co-Authors Daisy Mui Hung Kee Kavita Jaiswar Kok Ban Teoh Nur Aqilah Mas Ud Nur Batrisyia Sapian Nur Farhah Fadhilah Mokhtar Varsha Ganatra