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The Relationship Between Customer Satisfaction and Brand Loyalty in the Fast Food Industry of the United Kingdom

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Branding keeps on gaining importance in the marketing of restaurants services and marketers have spent lot of money to create and give support to brand images. This have seen in the marketing of strong and well defined brands like Mc Donald’s and Kfc fast food restaurants which attracts the customer through their marketing , service and by making brand loyal customers of their products. This increases the retention rate due to satisfied and loyal customer

Particularly, there is lot more to discern about customers perceive restaurant brands and the comparative weight these links get during purchase decision as there is lot more to discern about customers perceive restaurant brands and the comparative weight these links get during purchase decision.

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In the modern world, ensuring the satisfaction of customers is one of the main objective forcompanies as it affects client retention and market share of the organizations in a significantmanner. Research shows that customers who are satisfied with the products and services of thecompany are not price sensitive and they don’t easily get attracted towards the competitor’sofferings. To satisfy customers and build their loyalty are the basics for an enterprise whichalways need to be improved and developed. In the present world, organizations are interested inidentifying how they can build customer loyalty and sustain it for a longer period of time. Animportant consideration is that building client loyalty is not enough in order to ensure businesssurvival in the long run, it is equally important to maintain the loyalty of the customers.Therefore, organizations are required to carefully analyze all those factors which can create animpact on the brand loyalty of the customers. The organizational strategies to build client loyaltyneeds to be formulated and implemented after analyzing these factors because it guarantees thesuccess of these strategies. It was in the light of this that we decided to carry out an analysis ofthe relationship between customer satisfaction and brand loyalty in the fast food industry inZambia with Hungry Lion being our case study. In the present world, customer satisfaction is one of the key areas of concern for organizationswhich are operating in the business environments where customer preferences and requirementsare changing on a very frequent basis. e further argued that formulation and implementationof business strategies involves time and financial resources and it is appropriate to modify theorganizational strategies only for the purpose of making customers happy and loyal with theorganizational products.Generally, customer satisfaction is the feeling of consumers who have experienced the servicequality or a product and then the judgments of satisfaction or dissatisfaction are made

There isno doubt that every single enterprise wants to keep their customers, not only to make theircustomers satisfied, but also make them be loyal. To make customers be loyal, they need to besatisfied with the products or services that they have experienced first.

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The primary task of a corporation is to create customer satisfaction. Profit is not the most important result; after all, it is only the feedback after satisfying the customer (Drucker, 1954)

As long as the customer is satisfied, the corporation’s profit will relatively increase. Along with the more and more intense market competition and the rise of consumer awareness, customer satisfaction has a significant impact on corporate profits, and it can provide the future product or service quality of the corporation as a reference according the past consumption experience and assessment of customers. Therefore, customer satisfaction has become a recognized index which can be broadly applied in measuring customer consumption behavior. Customer satisfaction is regarded as customers can get more benefits than their cost (Liu and Yen, 2010). Different scholars’ definitions for customer satisfaction can be summarized as follows: Oliver (1981) thinks that customer satisfaction is the comments made by the surprising experience of product obtainment or consumption. Fornell (1992) pointed out that customer satisfaction is the overall measurement after a customer has purchased the product or used the service. It is the overall attitude created based on experience, which is the comparison of before (expectation) and after (feeling) the customer received the service (product). If the actual feeling after receiving the service exceeded the expectation before receiving the service, then the customer will be satisfied; if it is to the contrary, the customer will not be satisfied.

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Usually, the business firms which are successful in retaining more than 5% of its customers can easily increase their profitability by 25% to 125%. In the modern world, customer satisfaction is the most important requirements for the businesses and without satisfied and happy customers, there is no guarantee of organizational survival, therefore, it is essential for the firms to modify their business strategies in order to make their target customers happy. The most important consideration is that customer satisfaction results in brand loyalty which will create a broad impact on the overall business results for the organization

One of the major tasks nowadays for the organizations operating in the restaurant and service industries is to provide and maintain the satisfaction of their customers and ensure their brand loyalty.

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Oliver RL (1999). Whence consumer loyalty? J. Market., 63: 33-44.

Fornell C, Michael DJ, Eugene WA, Jaesung C, Barbara EB (1996). The American customer satisfaction index: nature, purpose, and finding. J. Mark., 60(4): 7-18.

Gounaris S, Stathakopoulos V (2004). Antecedents and consequences of brand loyalty: An empirical study. J. Brand Manag., 11(4): 283-306

Ranaweera C, Prabhu J (2003). The influence of satisfaction, trust andswitching barriers on customer retention in a continuous purchasing setting. Int. J. Serv. Ind. Manage., 14(4): 374-395.

Raphel N, Raphel M (1995). Loyalty Ladder, Haper Collins Publishers Inc

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