Fast-food brands may build loyalty through emotional experiences, not service alone
A study of more than 800 fast-food customers suggests that loyalty to a brand is shaped not only by satisfaction with the product or service but also by customers' emotional experiences. The study, published in the International Journal of Internet Marketing and Advertising, focused on fast-food consumers in Peru but could have implications for fast-food brands in other emerging markets.
A recent study of more than 800 fast-food customers in Peru has revealed that loyalty to a brand is influenced not only by satisfaction with the product or service, but also by emotional experiences. Published in the International Journal of Internet Marketing and Advertising, the research analyzed responses from online questionnaires using structural equation modeling to explore the relationships among various variables.
The study found that perceived service quality was linked to customer satisfaction, which in turn correlated with happiness and a customer's level of brand love. This progression ultimately resulted in increased brand loyalty. The researchers separated customer satisfaction from happiness, with the latter reflecting a broader positive emotional response to the customer's overall brand experience.
This research adds to a limited number of studies examining the connection between happiness and brand love, and carries implications for emerging markets such as Peru, where cultural factors may impact how customers evaluate services and form brand relationships. For fast-food businesses in these markets, the findings suggest that simply improving service quality may not be enough to foster customer loyalty.
Managers must also focus on creating experiences that generate positive emotions, potentially strengthening customers' attachment to the brand and increasing their loyalty.
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