| Summary: | 碩士 === 南臺科技大學 === 商管專業學院 === 104 === This dissertation analyzes factors affecting to customer retention in fast food industry in Vietnam.
Nowadays, customer retention is being an important managerial issue, especially in the context of saturated market or dynamic market with a lot of competitors. Customer retention has also been acknowledged as a key objective of relationship marketing, primarily because of its potential in providing superior relationship economic. It costs less to retain rather than to acquire new customers. Thus, customer retention plays an important role in successful of prosperity of any company.
The study analyzes the mains factors affecting to customer retention in fast food industry in Vietnam. The results show that brand preference, perceived value, perceived equity, service quality, customer satisfaction have significant influence on customer retention. The finding of this study may help fast food companies see the level of customer retention, and then recommend them solution for problems they are facing. It also may help traditional restaurants find out the way to keep their customer in a very competitive market.
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