Browsing by Subject "Fast food restaurants"
  • Item
    The study of the Factors Affecting the Customer Loyalty of Lotteria fast food restaurants in Yangon, Myanmar
    ( 2015-09) Myint, Khine Cho Myo ; Sirion Chaipoopirutana
    This study investigates the relationship between perceived service quality (tangibles, reliability, responsiveness, assurance and empathy), image, perceived value and customer satisfaction. To do so a survey was conducted by distributing 400 questionnaires in all branches of Lotteria fast food restaurants in Yangon, Myanmar. The Pearson Correlation was applied for the data analysis. The results show that there is a weak positive relationship among perceived service quality, image, perceived value, customer satisfaction and customer loyalty. Based on these results, it seems that Lotteria fast food restaurants need to develop marketing strategy to increase customer loyalty.