Factors influencing brand loyalty towards K-DO bakery and café
Abstract
This study aims to investigate factors that affect brand loyalty of customer towards K-Do Bakery and Café, a brand new chain in fast-food market. Then, with the important findings from the research, the study will provide K-Do Bakery and Café with recommendations to become more competitive in the current business circumstances.
The research has been conducted from March 2012 to May 2012 in Ho Chi Minh City. 200 respondents took part in answering questionnaire designed based on the empirical model for brand loyalty measurement by Punniyamoorthy & Raj (2007). From
the answers collected, data were analyzed by SPSS software to come up with a 2
components of brand loyalty towards K-Do Bakery and Café.
The result of the study demonstrates that Functional Value Offers and
Emotional Value Offers have a significantly strong and positive impact on Brand loyalty
of customers towards K-Do Bakery and Café.
The study provides practical implications and recommendations so that K-Do
Bakery and Café can improve the level of brand loyalty of customers. While the results
are clear and have strong saliency for the company, future research should take into account the specific customer behavior to have better implications.