Building and nourishing the customer loyalty in fast food industry | |
| Author | Singh, Ashish |
| Call Number | AIT RSPR no.SM-06-45 |
| Subject(s) | Convenience foods Customer loyalty |
| Note | A research study submitted in partial fulfillment of the requirements for the degree of Master of Business Administration |
| Publisher | Asian Institute of Technology |
| Series Statement | Research studies project report ; no. SM-06-44 |
| Abstract | With ever increasing competition it has become important for the companies to hold on to their customers. Today, the customers have wide range of options and they are easily available too. The nature of the customers is difficult to predict and hence it is of significant importance that the companies strive hard to maintain customer loyalty. In the last few years a lot of emphasis is being laid on increasing customer loyalty in the fast food industry. Each and every company is looking to attract customers. Traditionally customer loyalty was expected out of the product and service offered by the company. But now the horizon of it has expanded. They had start working from within company to the outside world. In order to increase customer loyalty it is important that cross-functional efforts are established. It means that all the business units like finance, human resource, sales and marketing of a company work together in achieving the objective of customer loyalty. It is immaterial that customer loyalty efforts are left for the sales and marketing personals only. Hence, this thesis will focus on how can the customer loyalty be build and nourish in fast food industry. It will provide insights to the various aspects of relationship management, use of information technology, customer loyalty programs, product and service quality, staff loyalty, and customer perceived value. This paper primarily focuses on these key elements, which are needed to increase customer loyalty. Thus if' these elements are put into place then it will provide competitive advantage and hence achieve the objective of increasing or generating customer loyalty in fast food industry |
| Year | 2006 |
| Type | Research Study Project Report (RSPR) |
| School | School of Management (SOM) |
| Department | Other Field of Studies (No Department) |
| Academic Program/FoS | Master of Business Administration (MBA) (Publication code=SM) |
| Chairperson(s) | Sununta Siengthai; |
| Examination Committee(s) | Beise-Zee, Rian ;Swierczek, ;Fredric William ; |
| Scholarship Donor(s) | AIT Fellowship; |
| Degree | Research studies project report (M. BA.) - Asian Institute of Technology, 2006 |