EconPapers    
Economics at your fingertips  
 

Can fast-food consumers be loyal customers, if so how? Theory, method and findings

Miguel A. Sahagun and Arturo Vasquez-Parraga

Journal of Retailing and Consumer Services, 2014, vol. 21, issue 2, 168-174

Abstract: Customer loyalty studies generally indicate that fast-food customers are not genuinely loyal to brands or products mainly because they function under low-switching cost conditions. The purpose of this research is to empirically study whether fast-food customers genuinely become loyal and, if so, how. The study adopts the theory and method of the satisfaction-trust-commitment-loyalty explanation chain and examines the consumer survey results obtained under conditions of low-switching costs. Analyses of the results indicate that the proposed relationships provide appropriate explanatory power for the phenomenon at hand and that fast- food customers truly become loyal despite conditions of low-switching costs. The findings and the research and practical implications are thoroughly discussed.

Keywords: Fast-food consumers; Customer loyalty; Satisfaction; Trust; Commitment; Low-switching-cost consumers (search for similar items in EconPapers)
Date: 2014
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (5)

Downloads: (external link)
http://www.sciencedirect.com/science/article/pii/S0969698913001306
Full text for ScienceDirect subscribers only

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:21:y:2014:i:2:p:168-174

DOI: 10.1016/j.jretconser.2013.12.002

Access Statistics for this article

Journal of Retailing and Consumer Services is currently edited by Harry Timmermans

More articles in Journal of Retailing and Consumer Services from Elsevier
Bibliographic data for series maintained by Catherine Liu ().

 
Page updated 2024-10-11
Handle: RePEc:eee:joreco:v:21:y:2014:i:2:p:168-174