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 ().