Factors influencing customer loyalty towards McDonalds restaurant in Kuala Terengganu

Nalini Arumugam, . and Nur Rashidah Ismail, . Factors influencing customer loyalty towards McDonalds restaurant in Kuala Terengganu. pp. 1-13. ISSN 2180-1983

Customer loyalty has become an important role in ensuring successful businesses in this highly competitive market. Thus there is a need for McDonalds management to creating loyal customers in order to maintain their sustainability in the market. The purpose of this study is to measure the relationship of the demographic variable with customer loyalty and also to measure the significant relationship of food quality physical environment price and value and also convenience with customer loyalty in McDonalds restaurant in Kuala Terengganu. Convenience sampling was used to distribute the questionnaire from 120 respondents through social media platforms via WhatsApp and Facebook. The data then were analysed by using Statistical Package of Social Science version 23 to carry out the test from descriptive analysis cross-tabulation and multiple linear regression. This study reveals that age ethnics education and income have a significant relationship with customer loyalty on behalf of demographic variables.Meanwhile on behalf of independent variables convenience and food quality has a positive relationship with customer loyalty. So we can say that food quality and convenience factors have the highest influence on customers loyalty. Thus McDonalds restaurant should find the strategies on how to improve themselves in that factor such as provide a big size of chicken or a convenience drive thru. It is pretty sure can make customers more comfortable to revisit the restaurants.

Full text available from: Official URL: https://journal.unisza.edu.my/agrobiotechnology/in...

Abstract

Customer loyalty has become an important role in ensuring successful businesses in this highly competitive market. Thus there is a need for McDonalds management to creating loyal customers in order to maintain their sustainability in the market. The purpose of this study is to measure the relationship of the demographic variable with customer loyalty and also to measure the significant relationship of food quality physical environment price and value and also convenience with customer loyalty in McDonalds restaurant in Kuala Terengganu. Convenience sampling was used to distribute the questionnaire from 120 respondents through social media platforms via WhatsApp and Facebook. The data then were analysed by using Statistical Package of Social Science version 23 to carry out the test from descriptive analysis cross-tabulation and multiple linear regression. This study reveals that age ethnics education and income have a significant relationship with customer loyalty on behalf of demographic variables.Meanwhile on behalf of independent variables convenience and food quality has a positive relationship with customer loyalty. So we can say that food quality and convenience factors have the highest influence on customers loyalty. Thus McDonalds restaurant should find the strategies on how to improve themselves in that factor such as provide a big size of chicken or a convenience drive thru. It is pretty sure can make customers more comfortable to revisit the restaurants.

[error in script]

Item Type:	Article
AGROVOC Term:	Fast food
AGROVOC Term:	Restaurants
AGROVOC Term:	Sampling
AGROVOC Term:	Questionnaires
AGROVOC Term:	Consumer behaviour
AGROVOC Term:	Age
AGROVOC Term:	Ethnic groups
AGROVOC Term:	Education
AGROVOC Term:	Income
AGROVOC Term:	Food quality
Depositing User:	Mr. AFANDI ABDUL MALEK
Last Modified:	24 Apr 2025 00:55
URI:	http://webagris.upm.edu.my/id/eprint/10043

Actions (login required)

View Item