Exploring customer loyalty toward KFC Fast Food chain in Ho Chi Minh City
Abstract
The consumption of fast food has been an upward trend in urban areas
in recent years because of its convenience which suits busy lifestyles of people there. The presence of many famous fast food brands in Vietnam makes the market fiercely competitive, alternative choices are always available for customers. Therefore, customer loyalty is a vital advantage since it maintains sales and profits as well as builds brand for business. This empirical study focuses on relationship between customer loyalty toward KFC fast food chain in Ho Chi Minh City and its antecedents: functional clues, mechanic clues, humanic clues, brand image. The research applied quantitative method with customer surveys as primary data. A total
of 326 valid questionnaires were collected. The results confirm that three kinds of clues of customer experience and brand image have positive impacts on two dimensions of customer loyalty that are behavioral and attitudinal loyalty. While functional clues have strongest effect on behavioral loyalty, humanic clues also play the leading predictor of attitudinal loyalty. The findings and some recommendations
in this research will help KFC managers set up plans to boost customer loyalty.
Keyword: Customer loyalty, customer experience, brand image, functional clues, mechanic clues, humanic clues, KFC, Ho Chi Minh City, quantitative method.