Customer Satisfaction of Fast Food Chains Essays

5546 Words Aug 28th, 2012 23 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
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However, after the storm has passed, the sales performance of fast food industry can all rise rapidly. This result, in addition to the response management of when the industry has a great crisis, is also a worthy exploration issue of consumers’ purchasing behavior in the fast food industry. For the service industry, the cost of developing a new customer is at least 5 to 9 times the cost to maintain an old customer (Raphel and Raphel, 1995). How to enhance customer satisfaction and customer loyalty will be the important factor that impacts the operating performance of the food retailer. Past studies indicate that customer loyalty will be positively impacted by customer satisfaction (Fornell, 1992; Gwinner et al., 1998; HennigThurau et al., 2002; Terblanche, 2006; Hsu, 2008). However, Bruhn and Grund (2000) pointed out that the factors that impact customer loyalty may have some other important factors which are not included in the consideration. Some scholars found that when customers benefit from the past frequent consumption behavior, relationship inertia will be formed, and the past consumer behavior will be continued (Ouellette and Wood, 1998), then there will be no strong motivation to look for alternative plans (Colgate and Danaher, 2000), and the service provider can therefore maintain the current relationship with the customer (Gounaris and Stathakopoulos, 2004). In the study of Carrasco et al. (2005), it also verified that in the consumption of food and

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