| Summary: | 碩士 === 國立高雄應用科技大學 === 財富與稅務管理系 === 103 === In 1997, KFC launched their first restaurant in HCM City. Over past few years, the fast food industry in Vietnam is facing increasingly competitive challenges as with other industries around the world. The purpose of this study is to study the relationships among service quality, food quality, perceived value, customer satisfaction, and customer loyalty and examine whether customers with different demographics have different perceptions on service quality, food quality, perceived value, customer satisfaction, and customer loyalty. Cronbach’s α, multiple linear regressions analysis, One-way ANOVA analysis were used to analyze the data collected from customers of the KFC's restaurants in Hanoi-Vietnam. The main findings are as follows: (1) Service quality has a significant effect on customer satisfaction. (2) Food quality has no significant effect on customer satisfaction. (3) Perceived value has a significant effect on customer satisfaction. (4) Customer satisfaction has a significant effect on customer loyalty. (5) The service quality, food quality, perceived value, customer satisfaction and customer loyalty are not differentiated by demographic characteristics.
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