Effect of Customer Loyalty on Fast Food Brand Retention
CUSTOMER LOYALTY EFFECT ON FAST FOOD BRAND RETENTION
1.0 Background of Research
2.1 Problem Statement
Based on the analysis from Euromonitor International (2010), the report indicated that consumer spending on food has increased over the years, from RM 32,317.8 million (2005) to RM 44.121.5 million (2010).
According to Abdul Rehman Muhammad, Zia-ur-Rehman and Dr. Waheed Akhtar (n.d.), creating loyalty about any brand and to retain customers is an essential and crucial element and factor that influence overall performance of the company. Brand loyalty is amongst the key factors critical for managers so that they can improve their customers’ retention that in turn puts its favorable impact on the overall profits. Therefore, this research is to study what factors effecting customer loyalty on fast food brand retention.
2.2 Research Objective
Based from the research problem, the objective of this study is to explore the effect of customer loyalty on fast food brand retention. The objectives of this study were to:
* Explore factor that effect customer loyalty on fast food brand retention. * Broaden the research by setting by incorporating different age group of customer loyalty on fast food.
2.3 Research Question * Does brand effect customer loyalty on fast food? * What is the relation between the customer loyalty and fast food brand retention? * What is the factor that effect customer loyalty on fast food?
2.4 Proposed Theoretical Framework
Kwek Choon Ling, Yeong Wai Mun and Hiew Mee Ling, (2011) suggested to broaden the research setting by incorporating different age group of customers and drawing more respondents from different regions in the country. This may enhance the validity and generalization of the research finding. Lastly, it is suggested to utilize probability sampling technique to evaluate customer loyalty in the future research.
Age and income level can
1.0 Background of Research
2.1 Problem Statement
Based on the analysis from Euromonitor International (2010), the report indicated that consumer spending on food has increased over the years, from RM 32,317.8 million (2005) to RM 44.121.5 million (2010).
According to Abdul Rehman Muhammad, Zia-ur-Rehman and Dr. Waheed Akhtar (n.d.), creating loyalty about any brand and to retain customers is an essential and crucial element and factor that influence overall performance of the company. Brand loyalty is amongst the key factors critical for managers so that they can improve their customers’ retention that in turn puts its favorable impact on the overall profits. Therefore, this research is to study what factors effecting customer loyalty on fast food brand retention.
2.2 Research Objective
Based from the research problem, the objective of this study is to explore the effect of customer loyalty on fast food brand retention. The objectives of this study were to:
* Explore factor that effect customer loyalty on fast food brand retention. * Broaden the research by setting by incorporating different age group of customer loyalty on fast food.
2.3 Research Question * Does brand effect customer loyalty on fast food? * What is the relation between the customer loyalty and fast food brand retention? * What is the factor that effect customer loyalty on fast food?
2.4 Proposed Theoretical Framework
Kwek Choon Ling, Yeong Wai Mun and Hiew Mee Ling, (2011) suggested to broaden the research setting by incorporating different age group of customers and drawing more respondents from different regions in the country. This may enhance the validity and generalization of the research finding. Lastly, it is suggested to utilize probability sampling technique to evaluate customer loyalty in the future research.
Age and income level can