Advances in Global Economics and Business Journal
Vol. 2 No. 2 (2021): Advances in Global Economics and Business Journal (AGEBJ)

Contributing Factors to Customer Loyalty in Fast-Food Restaurants: A Study of KFC

Varsha Ganatra (Vivekanand Education Society's College of Arts, Science and Commerce)
Kok Ban Teoh (SENTRAL College Penang)
Nur Batrisyia Sapian (Universiti Sains Malaysia)
Daisy Mui Hung Kee (Universiti Sains Malaysia)
Nur Aqilah Mas Ud (Universiti Sains Malaysia)
Nur Darwisyah Zulkepli (Universiti Sains Malaysia)
Nur Farhah Fadhilah Mokhtar (Universiti Sains Malaysia)
Kavita Jaiswar (Vivekanand Education Society's College of Arts, Science and Commerce)

Article Info

Publish Date
20 Dec 2021

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.

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Journal Info
Advances in Global Economics and Business Journal
Website

Abbrev

agebj

Publisher

The Global Academia Publisher

Subject

Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Other

Description

Advances in Global Economic And Business Journal is an international, peer-reviewed, open-access, online & print publication of scholarly articles. AGEBJ features publications of original research from all disciplines within business, economy, finance and any related topic. By not excluding papers ...