Article Per Year (5 Year)
p-Index From 2021 - 2026
0.23
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This Author published in this journals
All Journal International Journal of Applied Business and International Management
Ranjith PV
Universiti Sains Malaysia
Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Social Sciences

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Customer Loyalty Drivers in the Fast-Food Industry: Evidence from Malaysia and India Haslindar Ibrahim; Ranjith PV; Agnes Ting Eng Ting; Ahmad Hasyimi Abdul Nasir; Aida Husna Mohd Rozaki; Aiesyah Farhana Bakhary; Shehal E; Mayank Gupta; Hisham Abdussalim; Daisy Mui Hung Kee
International Journal of Applied Business and International Management Vol 11, No 2 (2026): August 2026
Publisher : AIBPM Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32535/ijabim.v11i2.4706

Abstract

The fast-food sector is highly competitive, making it essential to understand the key determinants of customer loyalty for sustaining long-term business performance and customer retention. Therefore, this study investigates the factors influencing customer loyalty toward KFC by examining the relationship between convenience, price affordability, food quality, service quality, and physical environment with customer loyalty. A quantitative research design was employed, and data were collected by distributing questionnaires to 150 customers of KFC restaurants in Malaysia and India. The collected data were analyzed using SPSS Statistics. The results show that physical environment (b = 0.342, p 0.001), price affordability (b = 0.277, p 0.001), and service quality (b = 0.173, p 0.05) have significant positive effects on customer loyalty, while convenience (b = -0.029, p 0.05) and food quality (b = 0.139, p 0.05) are not significant predictors. These findings suggest that physical environment is the strongest determinant of customer loyalty, followed by price affordability and service quality. The study provides useful insights for KFC to improve its marketing strategies and service performance in order to strengthen customer loyalty and maintain competitiveness in the fast-food industry.
Co-Authors Agnes Ting Eng Ting Ahmad Hasyimi Abdul Nasir Aida Husna Mohd Rozaki Aiesyah Farhana Bakhary Daisy Mui Hung Kee Haslindar Ibrahim Hisham Abdussalim Mayank Gupta Shehal E