Delineating the contributors towards brand loyalty for fast food restaurants : the case of McDonald’s Singapore.

Using data obtained from self-administrated surveys, this study examined the attributes that motivates consumers to patronize McDonald’s in Singapore. Specifically, we seek to investigate the relative significance of these operational attributes in influencing purchase intention, and subsequently brand loyalty. Using factor analysis and regression analysis, our study uncovers five components that appear instrumental in instilling brand loyalty. We found that strong purchase intention, efficient service crew, extensive menu and reasonably priced food contribute towards loyalty for, and continued patronage at McDonald’s. In addition, purchase intention not only instills brand loyalty, to some extent, it also mediates the influence of other factors on brand loyalty. Notably, our study found that positive service crew attributes and strong purchase intention jointly exerts considerable impact in determining one’s brand loyalty. In sum, while our study focused solely on McDonald’s in Singapore, it has also unveiled relevant insights into areas which local fast food operators can work on to strengthen loyalty among its consumers.BUSINES