Factors impacting Customer Loyalty

in the Fast Food Industry: A Case

Study on KFC, Malaysia
Thank you for sparing me a little of your time to take part in this survey questionnaire, please read
carefully. Your feedback is much appreciated! and will remain Con dential!

*Required

Section 1: general demographics

Please indicate your answers below:

Age *
18-24 years old

25- 34

35- 44

45- 54

55+

Gender *
Male

Female
Education level *
Uneducated

High School

Diploma

Bachelor's

MBA or above

Marital Status *
Single

Married

Divorced

Widow

Other

Employment *
Student

Unemployed

Employed

Buisness owner

Household

Ethnicity Background *
Malay

Chinese

Indian

Other: Senegalese
Monthly income (Students please specify your monthly pocket
money in "Other") *
RM2000- 2999

RM3000- 3999

RM4000- 4999

RM5000- 5999

RM6000 and above

Other:

Section 2: Customer loyalty

Please choose the answer that describes your answers best from the scales below:

How often do you eat at fast food restaurants a week? *

Never

Once a week

2- 3 times/ week

4- 5 times/ week

more than 5 times/ week

Do you enjoy going to KFC restaurants? *

Yes

No

Do you recommend KFC to friends and family? *

Yes

No
KFC is one of my favorite fast food restaurants. *
Please note that 1= strongly Disagree, 5= strongly Agree

1 2 3 4 5

Strongly
Strongly Agree
Disagree

Section 3: Customer satisfaction

Please note that, 1= strongly Disagree, 5= strongly Agree

KFC has the variety of product and tastes that satisfy my needs.
*
1 2 3 4 5

Strongly
Strongly Agree
Disagree

Which of the following brands do you believe to be your favorite?

*
Texas Fried Chicken

Kenny Rogers Chicken

KFC

Mcdonalds

Other:

Im fully satis ed with KFC products and will recommend it to my

friends *
Please note that, 1= strongly Disagree, 5= strongly Agree

1 2 3 4 5

Strongly
Strongly agree
Disagree
Section 4: Brand image

Please note that, 1= strongly Disagree, 5= strongly Agree

KFC is a leading rm in the Malaysian fast food industry. *

1 2 3 4 5

Strongly
Strongly agree
Disagree

I believe KFC has a positive image *

1 2 3 4 5

Strongly
Strongly agree
Disagree

How do you rate KFC image with regards to innovation

comparing to other similar brands? *
Please note that, 1= Poor, 5= Excellent

1 2 3 4 5

Poor Excellent

Section 5: Brand Trust

Please note that, 1= strongly Disagree, 5= strongly Agree

I trust KFC to satisfy my needs. *

1 2 3 4 5

Strongly
Strongly Agree
Disagree
I believe in the reliability of KFC brand and their offerings. *
1 2 3 4 5

Strongly
Strongly Agree
Disagree

When Im uncertain about what I want to eat, KFC always come

to mind. *
Yes

No

Section 6: Price

Please note that, 1= strongly Disagree, 5= strongly Agree

Im satis ed with the overall prices of KFC products? *

1 2 3 4 5

Strongly
Strongly Agree
Disagree

An increase in prices at KFC will not hinder me to repurchase. *

1 2 3 4 5

Strongly
Strongly Agree
Disagree

How do you rate KFC prices comparing to other but similar

brands? *
1 2 3 4 5

Poor Excellent
Section 7: Service quality

Please note that, 1= strongly Disagree, 5= strongly Agree

I believe the staff at KFC restaurants are friendly and courteous. *

1 2 3 4 5

Strongly
Strongly Agree
Disgree

I always get my orders on time and appropriately presentable. *

1 2 3 4 5

Strongly
Strongly Agree
Disagree

Comparing to competitors, please rate KFC overall service

quality. *
1 2 3 4 5

Poor Excellent

Section 8: General question

Please indicate the answers by rating the following scale table below showing your opinion
on the relationship between the variables (Customer satisfaction, brand image, Trust, Price
and Service quality) and Customer loyalty: Please note that 1= Strongly Disagree, 2=
Somewhat Disagree, 3= Neutral, 4= Somewhat Agree, 5= Strongly Agree
Measuring Factors of Customer loyalty *
Stongly Somewhat Somewhat Strongly
Neutral
Disagree Disagree Agree Agree

Customer
satisfaction has
an in uence on
Customer Loyalty

Brand image has

an in uence
loyalty

Trust has an
in uence on
Customer loyalty

Price has an
in uence on
Customer loyalty

Service quality has

an in uence on
Customer loyalty

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