文章基本信息

标题：Exploring factors that influence customer loyalty among Generation Y for the fast food industry in Malaysia
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作者：Kwek Choon Ling ; Yeong Wai Mun ; Hiew Mee Ling 等
期刊名称：African Journal of Business Management
印刷版ISSN：1993-8233
出版年度：2011
卷号：5
期号：12
页码：4813-4823
DOI：10.5897/AJBM10.1141
语种：English
出版社：Academic Journals
摘要：The consumption of western fast foods has been on the upward trend. As such, it is vital to identify the determinants of the customer loyalty among Generation Y in Malaysia, especially in the western fast food industry. The aim of this research is to evaluate and validate the determinants of the customer loyalty in the western fast food industry. The study also evaluates the roles of perceived switching cost in mediating the relationship between trust and customer loyalty. A total of 200 Generation Y consumers who patronage selected western fast food outlets in Kuala Lumpur participated in this research. The findings revealed that corporate image, trust and perceived switching cost were positively related to the customer loyalty. In addition, the finding also concludes that trust is positively related to customer loyalty, mediated by perceived switching cost. Various practical strategies were recommended in the study to increase the level of trust, perceived switching cost, corporate image and customer loyalty, such as offering value meal and implementing various corporate social responsibility activities and customer relationship management practices.
关键词：Customer loyalty; trust; corporate image; perceived switching cost