Customer Satisfaction of Fast Food Chains

5562 WordsAug 14, 201223 Pages
African Journal of Business Management Vol. 5(13), pp. 5118-5126, 4 July, 2011 Available online at http://www.academicjournals.org/AJBM DOI: 10.5897/AJBM10.870 ISSN 1993-8233 ©2011 Academic Journals Full Length Research Paper A study on exploring the relationship between customer satisfaction and loyalty in the fast food industry: With relationship inertia as a mediator Ching Chan Cheng1, Shao-I Chiu2, Hsiu-Yuan Hu3* and Ya-Yuan Chang4 Department of Food and Beverage Management, Taipei College of Maritime Technology, No.212, Yen Ping N. Rd., Sec. 9, Taipei City, Taiwan. 2 The Center for General Education, Taipei College of Maritime Technology, No.212, Yen Ping N. Road, Sec. 9, Taipei City, Taiwan. 3 Department of Food Technology…show more content…
When competitors offer a lower price, it will enhance the possibility of the customer changing the purchase behavior (Wathne et al., 2001), and also undermine the consumer’s consumption inertia for the original company. The study found that there are three issues existing in the studies of customer purchasing behavior in the fast food industry: (1) Why can consumers rapidly return in such a short period of time after a fast food industry negative news outbreak, or even not be impacted at all. Therefore, regarding the factors that impact customer loyalty in the fast food industry, in addition to customer satisfaction, are there any other important impact factors? (2) The fast food industry is different from the general food retailer. It has the characteristics of being rapid, convenient, and having a low price; however, the commonly seen customer satisfaction model (e.g. American Customer Satisfaction Index; European Customer Customer Satisfaction Index) cannot really present these characteristics. (3) Inertial behavior exists in the food purchasing behavior (Carrasco et al., 2005). However, there have been no scholars who have applied it to explore the relation between customer satisfaction and loyalty in the fast food industry. It can be seen that there is an important study gap that exists in the exploration of customer satisfaction and loyalty in the fast food industry; therefore,
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