Citation

Hassan, Hasliza and Lim, Ser Chee and Rahman, Muhammad Sabbir (2024) Cultivating loyalty in fast food through marketing cues. Asia Pacific Journal of Marketing and Logistics, 36 (5). ISSN 1355-5855

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Abstract

Purpose – Cultivating customerloyalty is extremely crucial forfast-food players to remain competitive in the industry. This research is discovering the path to cultivate customer loyalty through experience that is built based on auditory, gustatory, haptic, olfactory and visual cues. Design/methodology/approach – Quantitative research has been conducted by distributing survey questionnaires to customers at selected fast-food restaurants in urban areas. The collected data has been analyzed by descriptive and structural equation modeling analysis. Findings –The customers’ loyalty to fast food can be cultivated through gustatory, haptic and olfactory cues. However, auditory and visual are not functioning as marketing cues to cultivate customer loyalty. Practical implications – The fast-food players may emphasize gustatory, haptic and olfactory marketing cues to cultivate customer loyalty. These cues can be shared through experience. Originality/value – This study has discovered the potential ways to cultivate customer loyalty in dining at fast-food restaurants within the Malaysian market.

Item Type:	Article
Uncontrolled Keywords:	Fast-food
Subjects:	T Technology > TX Home economics > TX901-946.5 Hospitality industry. Hotels, clubs, restaurants, etc. Food service
Divisions:	Faculty of Management (FOM)
Depositing User:	Ms Nurul Iqtiani Ahmad
Date Deposited:	01 Dec 2023 02:47
Last Modified:	28 May 2024 04:29
URII:	http://shdl.mmu.edu.my/id/eprint/11893

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