| dc.description.abstract | Nowadays, Vietnam market attracts a lot of foreign investors to do fast food business, such as KFC, Lotteria, Jollibee and so on. In 2012, Burger King, the second largest fast food hamburger corporation, joined Vietnamese fast food market through franchising business. Young people tend to adapt quickly with new products, so they become potential customers that Burger King wants to attract. In order to survive in Vietnamese market for a long time, it is necessary for Burger King’s managers to understand their young customer’s attitude.
The research model and six hypotheses were proposed in order to conduct the research. The quantitative and qualitative methods were applied. While SPSS was used to analyze the collected data, in-depth interview was useful to explain the final results. Questionnaire with 250 Vietnamese young customers was conducted. The age of respondents was between 18 and 30. As the final result, all hypotheses were supported. Customer Satisfaction, Perceived Value had the positive connections with Customer’s Attitude. Moreover, Perceived Price, Brand Awareness, Perceived Product Quality, Perceived Service Quality had possible indirect impacts on Customer’s Attitude.
Comparing with 5-maximum value, the Average Mean Value of Customer’s Attitude was low, just above the average. It means that most of customers did not have fully supported attitudes toward Burger King. Therefore, some improvements must be done in order to help Burger King be closer with its Vietnamese young customers as well
as to increase its profit. | en_US |
