Factors Positively Affecting Brand Loyalty of KFC Customers in Hengyang City in China

Abstract

The purpose of this paper was to examine the independent factors positively affecting brand loyalty of KFC customers in Hengyang City in China. Those independent factors were self-congruity, price perception, brand image, brand trust, store environment, service perception, product perception, consumer satisfaction, towards brand loyalty of the KFC customers. The total samples of 241 customers were collected with the survey questionnaire in KFC located in Hengyang City in China from February to March, 2018. The researcher found that the respondents were mostly females. The majority of the respondents in this survey were single status with aged between 19 and 29 and having Bachelor’s degrees. They worked in private companies with the range of income at 3,001 - 5,000 RMB per month. Most of them used to go to KFC every month with their colleagues and friends. Their average consumption ranged from 31 to 60 RMB. The reason they went to KFC because they did not know how to cook. Their favorite food in KFC were rice, drinks, chickens. The data set primarily utilized descriptive statistics and multiple regression analysis. The researcher found that consumer satisfaction (b = 0.550) and self-congruity (b = 0.206) accounted for 75.6% positive effect towards of brand loyalty of KFC customers in Hengyang city in China with statistical significant at .01.