Factors affecting customer loyalty at Domino's pizza

Abstract

The consumption of fast food has been an upward trend in urban areas in recent years because of its convenience which suits busy lifestyles of people there. However, increased number of fast food suppliers means increased number of choices for the customers which can intensify the competition between these enterprises. Therefore, customer loyalty is a necessary advantage since it maintains sales and profits as well as builds brand for business. This thesis is conducted with the purpose to measure the factors affect customer loyalty at Domino‟s Pizza in Ho Chi Minh City. The main problem that should be done in this study is that customers become loyalty with Domino‟s Pizza by which factors. The findings of this research are extremely important for the operator and staffs of Domino‟s Pizza. In this study, the research applied quantitative method with customer surveys as primary data. A total of 321 valid questionnaires were collected. The results confirm that 4 factors which are perceived switching cost, corporate image, commitment, price worthiness have positive impacts on customer loyalty. In general, the customers who come to Domino‟s Pizza, they are likely becoming loyalty. In particularly, Domino‟s Pizza should continue to update and improve to attract more customer.