Research on Consumer Behavior

CHAPTER 1 INTRODUCTION 1. 0 THE INTRODUCTION OF THE STUDY The division of the interrogation is Customer Loyalty towards Fast Food Industry. The psychic institution volition discuss the background of see that is planned by seek worker. This includes chore statement, objective of convey, research question, research hypothesis, the theoretical framework and overly assure of the study. This proposal consist the introduction part, the literature review and research methodology. each of these chapters is explained in detail with the sub topic that discusses the essential procedures and steps in completing this study.Customers ar the design of what marketers. We very much depend on them. That is the main reason why organizations today atomic number 18 focvictimization on client patrioticty. Customer inscription is actu whollyy the result of an organization creating a benefit for a guest so that they will maintain or addition their purchase from the organization. Loyalt y has change by reversal principal(prenominal) over the past tense few broad duration beca drug abuse of increased competition within respective industries. To be successful, organization must look into the urgencys and extremitys of their guests.That is the reason why umteen police detectives and academicians apply continuously emphasizes on the importance of node subjection and retention. grammatical construction guest subjection towards disruptive fodder industry or otherwise business of four positionors that is intersection point attribute, the important of relation amidst population that involve in man eldment of the store and lastlyly argon defect im bestride of the mathematical product itself. (Kumar, Batista and Maull, 2011) 2. 1 BACKGROUND OF FASTFOOD INDUSTRY Fast viands restaurants or outlets today argon either kiosks or elaborate bustling service restaurants.The right operations fuck off generated restaurant imprisonment that head standardized repasts across the globe. On account of a low crownwork requirement and popularity of immediate nourishment, fast feed restaurants and drive- by inwardness of outlets atomic number 18 common by dint ofout the world. Also recognizen as sit-ins and up racing shell kiosks, these restaurants add to the dry nutrient demands of the younger generation, extremely tight adult work schedule and plain ambiance preferences across the globe. An overview of the fast fodder industry extravagantlylights the availability of meals that manage the need to eat amidst tight work schedule.This has offered great respite to p atomic number 18nts who skirt in the midst of work and home for major part of the day. Delicacies like slant and fries, vegetarian and non-vegetarian burgers and pizzas ar washed down with great relish, with ales and aerated drinks served complimentary at many an(prenominal) of these fast feed restaurants. Though accompaniments like coleslaw, baked po tatoes and stilted peas satisfy the established and widely accepted compulsion for vegetable-in pose, the fried pabulums atomic number 18 becoming addictive, depriving the modern child of a balanced diet.There is no famine with regards to the variety available at these outlets. Fast food franchise shackles such as Subway, Burger King, McDonalds, Kentucky Fried crybaby and Pizza Hut cater to demands for seafood, lean meat, special diet meal components, and other considerable regional variations. Snacks such as sandwiches and baguettes are the result of experiments within the fast food industry. Most clientele indulge in the semi-dry and dry meals, to avoid hiatus while working or to fulfill a family commitment that otherwise requires a considerable amount of meter to be spent in the kitchen . 1. 1Fast food industry in Malayansia In revolutionary-fangled age, the major food consumption trend in urban parts of developing countries is that much consumers are eating increasi ngly more than(prenominal) meals outside of their homes and around of egression in away from home eating has been in the fast food sector (Kaynak et al, 2006). The interest shown at the national and international take aims concerning the fast food is derived from the scarcity of measure in the competitive, dynamic and urban fast breeding (Platania and Donatella, 2003). check to Arkins and Bowler (2001), emphasis is increasingly being fixed in mobile meals solution due to the busier consumer life style and dual working families with children. Consumer fade increasingly busy life meaning that the time available to counterfeit meal is being squeezed between works and leisure commitment. Cooking for many has ceased to be a leisure activity and instead is a core. Consequently, this has placed more emphasis on fast food items. Fast food is rapidly growing industry in the world as headspring as in Malaysia, especially in the urban areas.Moreover, the food revolution in Malays ia is an implicit characteristic of the diversified culture of the country amongst the unalike region within the state. 1. 1. 2Background of KFC KFC, lay downed and as well as known as Kentucky Fried Chicken, is a chain of fast food restaurants base in Louisville, Kentucky, United States. The come with was founded as Kentucky Fried Chicken by Colonel Harland Sanders in 1952. KFC is present in 110 countries and territories around the world. It has in excess of 5,200 outlets in the United States and more than 15,000 units in other parts of the world.KFC prides itself as a fast-food restaurant that knuckle under customers great tasting chickenhearted with a endurance of home-styled side dishes and desserts to prepare a wholesome, complete and satisfying meal. Kentucky Fried Chicken Corporation (KFC) was the worlds openhandedst chicken restaurant chain and third largest fast-food chain in 2000. KFC had a 55 percent share of the U. S. chicken restaurant market in legal injury of sales and operated more than 10,800 restaurants in 85 countries. KFC was one of the first fast-food chains to go international in the late 1950s and was one of the worlds most recognizable provokers.KFCs early international dodging was to grow its go with and franchise restaurant base by dint ofout the world. By early 2000, however, KFC had refoc utilise its international strategy on several(prenominal) spicy-growth markets, including Canada, Australia, the United Kingdom, China, Korea, Thailand, Puerto Rico, and Mexico. 1. 1. 3Background of KFC in Malaysia The first KFC restaurant in Malaysia was opened in 1973 on JalanTunku Abdul Rahman. Today in that respect are more than 390 KFC Restaurants nationwide and still counting. Great tasting chicken has become synonymous with KFC and has been enjoyed by Malaysians ever since.In fact, KFC Malaysia has developed a distinctive Malaysian nature of its own. The reason KFC is run by Malaysians and managed by Malaysians they took i t upon themselves to create a selection of food that would crystallise Malaysia proud on the international scene. 1. 2PROBLEM STATEMENT Nowadays, it would be challenging to retain customers and maintaining customers as loyal customer. It would induce paramount of challenges to police detective to ensure customers are loyal to them. This is because customer nowadays are incur knowledge to choose the best for them and what will give customer become a loyal customer to certain product.It is important for research worker to know how attract customer to become loyal customer. Customer tends to change product if the product squirtt cede them satisfaction. The right foundation for maintaining a long-standing alliance with customers will increase the chance to the customer faithfulness. In this recent economy, put strong pressure on customer loyalty. According to Leon. G Shiffman (2010), company might have big disadvantage when non having loyal customer, because need more marketi ng efforts aimed at attracting new customers are expensive indeed, in saturated markets, it may be impossible to keep an eye on new customers.For example, non popular bookstore might find problem in having new customer because it will cost them a lot. Generally, customer because loyal to companies when theyre reach higher take aim of satisfaction in their selves later using products or services that offered to them. It is because reach customer has different aim of satisfaction that will bring them to become loyal to companies and the unique relationship between customer and company may be a feasible contact point for firms to build loyalty. 1. 3THEORETICAL FRAMEWORKCUSTOMER LOYALTY PRICE SERVICE convergence BRAND IMAGE 1. 4PURPOSE OF STUDY 1. 4. 1 To determine whether place relate customers loyalty 1. 4. 2To examine relationship between service to customer loyalty 1. 4. 3 To measure whether brand image are important in customer loyalty 1. 4. 4 To investigate the product role in the customer loyalty 1. 5RESEARCH QUESTION 1. 5. 1Does expense contri preciselye to customer loyalty? 1. 5. 2Does service give bear upon to customer loyalty? 1. 5. 3Does brand image influencing customer loyalty? 1. 5. Does product affecting the customer loyalty? 1. 6HYPOTHESIS 1. 6. 1 assumption 1 Ho equipment casualty does not contribute to the customer loyalty H1 cost does give high contribute to customer loyalty 1. 6. 2Hypothesis 2 Ho serving not gives impact to customer loyalty H1 avail gives impact to customer loyalty 1. 6. 3Hypothesis 3 Ho Brand image does not influencing the customer loyalty H1 Brand image is a big influencer the customer loyalty 1. 6. 4Hypothesis 4 Ho harvest-time does not affecting customer loyalty H1 result gives effect to the customer loyalty . 7SIGNIFICANT TO STUDY man of affairs One of the alternatives to the businessman to find a way to improve the chemical reaction from the customers. in addition that, they to a fault will know the w eaknesses from all aspects such as services, preparation of the menu, personnel, and others. By knowing all this weaknesses, the management place find the best way to whip these weaknesses as well as croup enhance the image of KFC. exploreer This study also important to the researcher in getting more information besides spate succeed more knowledge from the study that has through with(p).These decisions can be made as references to the people that responsible in promoting this fast food restaurant as well as can improve the economy of the country. Customers Findings from the study that has done can give opportunity to the customers in expressing their satisfaction to the service that was brookd by this fast food restaurant. 1. 8LIMITATION OF THE STUDY Time constraints Researchers rattling impact with the time period to finish this study because researcher need some time to get accurate info and study the info.However, researcher able to produce this research report with gu idelines. Budget Researcher also facing cypher constraint because researcher only student and yet not suck sufficient money pocket. Respondents Researcher focus to distributed question at UiTM Kota Bharu because researcher not able to distribute at other site. CHAPTER 2 publications REVIEW 2. 0INTRODUCTION This chapter focuses on issues related to the customer loyalty in the fast food industry. The literature review in this chapter will present sense of performers influencing the customer loyalty in the fast food industry.Customer loyalty can be circumscribes as customer behavior characterized by a affirmatory buying pattern during an extended period (measured by style of recapitulate purchase, relative frequency of purchase, wallet share or other indicators) and driven by a positive attitude towards the company and its products or services (Looy, Gemmel & Dierdonck, 2003). Dimitriades (2006), define a loyal customer as one who holds a easy attitude toward the service pro vider, recommends the service provider to other consumer and exhibits repurchase behavior.In fact that loyal customers buy more products, loyal customers are less price sensitive and pay less attention to competitors advertising, servicing loyal customers is cheaper and last is loyal customer will spread positive word of talk and refer other customers. Loyalty and experience gained over the relationship are positively related (Wang, Liang and Wu, 2006) Price is the amount of money charged for a product or service, or the sum of all the economic entertains that customers give up in monastic show to gain the benefits of having or using a product or service.The firm can choose between twain broad strategies, market-skimming pricing and market-penetration pricing. Market-skimming pricing is performting a high price for a new product to skim maximum revenues layer by layer from the segments willing to pay the high price, the company makes fewer but profitable sales. Market-penetrat ion pricing is knackting a low price for a new product in order to attract a large number of buyers and a large market share. (Philip Kotler, Gary Armstrong). There are several measurement shiftings to qualify a persons product-price knowledge.Price mechanisms, price consciousness, the use of a obtain list, and shopping frequency, as determinants of the accuracy and size of, and confidence in, ones product-price knowledge, even though the impact structure is not uniform. There are some indications that erstwhile encountered price stimuli represent a relatively obsolete part of a consumers product-price knowledge. (Hans Pechtl). Product is the key element in the overall market offering. According to Clayton Brown, Contributor, the product definition should be dynamic and reflect the needs of the company and the customer.A product definition at least includes the elements of product positioning, product note and product life cycle. (Brown, C. (2012). Product also can be defined as anything that can be offered to a market for attention, acquisition, use or consumption that might satisfy a want or need (Philip Kotler, Gary Armstrong). Brand image can be defined as set of perceptions about a brand as reflected by the brand associations held in consumers memory (Philip Kotler, 2006). Jeffrey E. Danes and Jeffrey S.Hess and York (2010) most agree that brand image is a mental constructs that customers form based on their connections and associations with the brand. serve wells are form of product that consists of activities, benefits, or satisfactions offered for sale that are essentially intangible and do not result in the ownership of anything (Philip Kotler, Gary Armstrong). CHAPTER 3 RESEARCH METHODOLOGY 3. 0INTRODUCTION Research methodology includes all the information and abbreviation phases for the research paper. It includes the data arrangement method from primary data like questionnaire and the supplemental data which is from earnings or website. On the other hand, the other data collection methods are from bill and sampling. In order to analyze the data, the methods are frequency depth psychology, reliability test, lapsing abridgment, and Pearson correlation synopsis 3. 1 RESEARCH DESIGN Methodology can be defined as an approach utilize in the research process to assess the data. Methods are also such things as study institution, population and sample, the study procedures and compendium methods data. Its aims to ensure data collection methods apply in research studies is compatible with the objectives of the research objectives to be achieved.According to Malhotra (2007) research design is a frame work or blueprint for conducting the marketing research project. It details the procedures necessary for obtaining the information needed to structure or dissolve marketing research problem. The researcher is the type of conclusive research that has as its major objective the description of something, usually the market characteristics or functions. 3. 2 info pile up METHOD Collection is the process of gathering, assembling and accumulation of information. There are dickens methods of data collection generating has been implemented, that is the primary data and tributary data.For the purpose of this study, the researcher will gather the data from both primary and secondary data to complete this study. 3. 2. 1Primary selective information The primary data sources are from the distribution of questionnaire. Researcher will build a set questionnaire that is related to the study and distribute to the respondent a) interrogative sentencenaire Researcher will use questionnaire method in order to gather the information. The questions contain the independent multivariates and dependent changeable. A set questionnaire will be distributed to the respondent which is the customer of KFC KB heart. The respondent consists of 50 customers.There are three sections in the questionnaire, which include ain de tail of respondent. Section B will be including the question about independent variables that are, price, product, service and brand image. The last section is regarding the dependent variable which is customer loyalty. i. Nominal Question The questionnaire is based on the independent variable that researcher found through literature review and other information. In section A, the respondents need to assist nominal question. The respondents need to choose only one answer because in section A is about respondents profile such as gender, matrimonial place or age. i. Likert Scale Question Other than that, researcher use Likert Scale in the section B and C where the respondents need to mobilise the answer which include the degree acceptance with factors that lead to customer loyalty. 3. 2. 2Secondary Data In this research, the data of secondary sources were obtained from both internal and external secondary data such as books, companys reports, journals and also through selected web sites. 3. 3SAMPLING METHOD 3. 3. 1Collecting the Sample of Respondents For this study, the researcher has selected 50 respondents who come to KFC KBMall by using the simple random method. 3. 4METHOD OF DATA ANALYSISIn conducting the research, after respondents were determined, the researcher has analyzed the data using the Statistical Packages for Social Science (SPSS) version 17. 0. SPSS is also use to identify the relationship between twain or more variables. consequence that, it involves the process of hypothesis testing. By using the SPSS, ordinary simple additive regression cast and multiple regression model analysis are selected in order to analyze and the test hypothesis. This technique is commonly used in business and economics for estimating the relationship between two or more cling tos of dependent and independent variable.CHAPTER 4 FINDING AND DATA ANALYSIS 4. 0INTRODUCTION This chapter will discuss the results and determinations of this study by using frequency di stribution, reliability, Pearson correlation, and multiple regression analysis. Before the analyses were thoroughly done, all data were edit and passes through the reliability analysis. At the end of the chapter, discussions about decision on hypothesis were reported. 4. 1 FREQUENCIES In the Section A, demographic session in questionnaire, the data will be calculated in the frequency distribution. 4. 1. 1 oftenness distribution Analysis by GenderResponds to Gender oftenness part binding share additive share sensible Male 14 28. 0 28. 0 28. 0 Female 36 72. 0 72. 0 100. 0 perfect 50 100. 0 100. 0 shelve 4. 1 hedge of frequency analysis gender strain 4. 1 Pie graph of frequency by gender Based on the table in a higher place, shows that 50 respondents that give feedback through questionnaire, there are 35 were female and the remaining 14 were male. From the frequency analysis result, the majority of respondent who dealing with KFC KB Mall were female rather than ma le. 4. 1. 2 absolute frequency Analysis by Age Responds to Age absolute frequency portion Valid percentage Cumulative percentage Valid 18-24 years 22 44. 0 44. 0 44. 0 25-29 years 5 10. 0 10. 0 54. 0 30-35 years 8 16. 0 16. 0 70. 0 36-41 years 4 8. 0 8. 0 78. 0 42 years and above 11 22. 0 22. 0 100. 0 Total 50 100. 0 100. 0 accede 4. 2 Frequency analysis by age Figure 4. 2 bump chart of frequency analysis by age Meanwhile, the result of the frequency analysis of 18 24 years is 44. 0% or 22 respondents. Furthermore, about 5 respondents are 25 25 years and the percentage of it is 10. 0%. For 30 35 years old respondents are about 8 respondents which are about 16. % And for 36 41 years old, by which the lowest frequency analysis of age used KFC services at KB Mall, about 4 respondents of it is 8%. The second higher percentage followed by respondents age 42 years and above or about 11 respondents which are about 22%. 4. 1. 3Frequency Analysis by Race Responds to Race Frequency Percent Valid Percent Cumulative Percent Valid Malay 40 80. 0 80. 0 80. 0 Chinese 9 18. 0 18. 0 98. 0 Indian 1 2. 0 2. 0 100. 0 Total 50 100. 0 100. 0 knock back 4. 3 Frequency analysis by race Figure 4. 3 Pie chart of frequency analysis by raceThe result from Figure 4. 3 shows the customers of KFC KB Mall is multiple races, which the rrespondents were Malay, Chinese, Indian and others. Malays respondents are the biggest percentage among the others which take 40 respondents or 80. 0%. Therefore, most of KFC KB Mall customer is Malay meanwhile Chinese respondent is the highest, which takes 10 of respondents or 20. 0%. Indian show the respondent is only 1 respondent or 2. 0% that used KFC KB Mall. 4. 1. 4Frequency Analysis by Marital attitude Responds to Status Frequency Percent Valid Percent Cumulative Percent Valid Single 27 54. 0 54. 54. 0 Married 23 46. 0 46. 0 100. 0 Total 50 100. 0 100. 0 Table 4. 4 Frequency analysis by married location Figure 4. 4 Pie chart of frequency analysis by marital status Table 4. 4 shows frequency analysis of marital status for 50 respondents. From 50 respondents, there are 27 of respondents or 54. 0% were single and about 23 of respondents or 46. 0% are married. Therefore, the researcher concluded that the customer of KFC KB Mall is single person because have higher percentage in the frequency distribution analysis. 4. 1. 5Frequency analysis by Education Level Responds to Education Frequency Percent Valid Percent Cumulative Percent Valid SPM/SPV/MCE 5 10. 0 10. 0 10. 0 Diploma/STP/STPM/HSE 4 8. 0 8. 0 18. 0 knight bachelor leg 37 74. 0 74. 0 92. 0 master Degree and above 4 8. 0 8. 0 100. 0 Total 50 100. 0 100. 0 Table 4. 5 Frequency analysis by education level Figure 4. 5 Pie chart of frequency analysis by education level Table 4. 5 indicates that most of customer is at Bachelor Degree of education, whichs cover 37 respondents or 74. 0% of respondents. It is followed by customer from SPM/SPVM /MCE level with 5 respondents or 10. 0% respondents.On the other hand, there are about 4 respondents or 8. 0% respondents who are having the qualification of from Diploma/STP/STPM/HSE and 4 other respondents from Master Degree and above Responds to Income Frequency Percent Valid Percent Cumulative Percent Valid Below RM1,000 17 34. 0 34. 0 34. 0 RM 1,000 RM 1,499 6 12. 0 12. 0 46. 0 RM 1,500 RM 1,999 5 10. 0 10. 0 56. 0 RM 2,000 RM 2,499 1 2. 0 2. 0 58. 0 RM 2,500 RM 2,999 4 8. 0 8. 0 66. 0 RM 3,000 and above 17 34. 0 34. 0 100. 0 Total 50 100. 0 100. 0 Table 4. 6 Frequency analysis by income levelFigure 4. 6 Bar chart of frequency analysis by income level Table 4. 6 indicates that 34% of the respondents have the personal income ranging below RM1,000. While, the next 34% of respondents have an income from RM3,000 and above. There are 12% of respondents have income ranging from RM1,000 to RM1,499, 10% of respondents have income from RM1,500 to RM1,999, 8% respondents f rom RM2,500 to RM2,999 and the last is 2% of the respondents income level is RM2,000 to RM2,499. 4. 1. 7Frequency Analysis by Occupation Responds to Occupation Frequency Percent Valid Percent Cumulative Percent Valid Government 22 44. 44. 0 44. 0 Private 3 6. 0 6. 0 50. 0 business line 2 4. 0 4. 0 54. 0 Retired 1 2. 0 2. 0 56. 0 Housewives 1 2. 0 2. 0 58. 0 Student 21 42. 0 42. 0 100. 0 Total 50 100. 0 100. 0 Table 4. 7 Frequency analysis by occupation Figure 4. 7 Pie chart of frequency analysis by occupation Table 4. 7 indicates that most of respondents are working at a brass sector with 44% or 22 respondents. It is follow by respondents who are students with 42% or 21 respondents. And for private sector, it contribute respondents at 6% or 3 respondents, follow by 4% from business.Lastly is follow by retired and housewives which are each of them with 2% each. 4. 1. 8Frequency Analysis by frequency goes to KFC KB Mall per month Responds to Frequency Frequency Percent Valid Percent Cumulative Percent Valid Once per month 26 52. 0 52. 0 52. 0 Two times per month 8 16. 0 16. 0 68. 0 Three times per month 10 20. 0 20. 0 88. 0 Four times per month 3 6. 0 6. 0 94. 0 Five times per month 1 2. 0 2. 0 96. 0 More than above 2 4. 0 4. 0 100. 0 Total 50 100. 0 100. 0 Table 4. 8 Frequency Analysis by frequency goes to KFC KBMall per month Figure 4. Pie chart of Frequency Analysis by frequency goes to KFC KBMall per month Table 4. 8 shows that respondents who goes once per month to KFC KB Mall is the highest contribution to respondents which covered 52% or 26 of respondents. It is followed by three times per month which covered 20% or 10 of respondents. In the other hand, there are about 16% or 8 of respondents who goes to KFC KB Mall two times per month. Next is followed with more than above which 4% or 2 of respondents and the last is five timer per month which is 2% or 1 of respondents. 4. 1. 9Frequency Analysis by spending at KFC KB Mall Responds to pass Frequency Percent Valid Percent Cumulative Percent Valid Below RM15 11 22. 0 22. 0 22. 0 RM16 RM30 14 28. 0 28. 0 50. 0 RM31 and above 25 50. 0 50. 0 100. 0 Total 50 100. 0 100. 0 Table 4. 9 Frequency Analysis by spending at KFC KBMall Figure 4. 9 Bar chart of Frequency Analysis by spending at KFC KB Mall Table 4. 9 indicate that the highest spending by respondents are RM31 and above which 50% or 25 of respondents. The second is from RM16 to RM30 which 28% or 14 of the respondents and lastly is the lowest, spending below RM15 which is 22% or 11 of the respondents. . 1. 10Frequency Analysis by Types of Products at KFC KB Mall Responds to Products Frequency Percent Valid Percent Cumulative Percent Valid Kids meal 4 8. 0 8. 0 8. 0 Family meal 15 30. 0 30. 0 38. 0 Individual meal 19 38. 0 38. 0 76. 0 Burger 7 14. 0 14. 0 90. 0 Snacks and desserts 5 10. 0 10. 0 100. 0 Total 50 100. 0 100. 0 Table 4. 10 Frequency Analysis by Types of Products at KFC KBMall Figur e 4. 10 Pie chart of Frequency Analysis by Types of Products at KFC KB Mall Table 5. indicates that most of respondents are enjoy to choose individual meals where 19 respondents which are 38% of respondents. It was follow by family meals of 15 respondents where 30% of respondents. Meanwhile, the result for bit and dessert are 5 respondents where 10%. Furthermore about 7 respondents or 14% would buy burger. And lastly is follow by kids meal with 4 respondents or 8% respondents. 4. 2RELIABILITY ANALYSIS dependableness analysis is a measure of the internal consistency of a set of scale items. The more reliable a set of scale items, the more confidence match the researcher obtained.According the Rules of jerk about Cronbachs important Coefficient Size, there is value between 0 until 1. The closer result to 1, the more reliable the scale of variable. When the result is below than 0. 5, the reliability is not effective. Alpha Coefficient Range efficacy of Association . 6 Poor .6 t o . 7 Moderate .7 . 8 levelheaded .8 to . 9 rattling Good .9 refined Table 4. 11 Rules of Thumb about Cronbachs Alpha Coefficient Size Based on vibrissa et al (2003), the reliability test can be interpreted tally to the strength using Rules of Thumb. 4. 2. 1 dependableness Analysis for Customer Loyalty dependableness StatisticsCronbachs Alpha N of Items .774 5 Table 4. 12 dependableness analysis for customer loyalty This is the reliability test for customer loyalty, which the Cronbachs Alpha value is 0. 774. It agent that the questions are good to be asked to the respondents. 4. 2. 2Reliability Analysis for Price Reliability Statistics Cronbachs Alpha N of Items .796 5 Table 4. 13 Reliability analysis for price This is the reliability test for price, which the Cronbachs Alpha value is 0. 796. It means that the questions are good and reliable to be asked to the respondents. 4. 2. 3Reliability Analysis for Service Reliability StatisticsCronbachs Alpha N of Items .990 4 Tabl e 4. 14 Reliability analysis for service This is the reliability test for service, which the Cronbachs Alpha value is 0. 990. It means that the questions are excellent and reliable to be asked to the respondents 4. 2. 4Reliability Analysis for Brand jut out Reliability Statistics Cronbachs Alpha N of Items .685 3 Table 4. 15 Reliability analysis for brand image This is the reliability test for brand image, which the Cronbachs Alpha value is 0. 685. It is means that the questions are moderate and reliable to be asked to the respondents. 4. 2. 5Reliability Analysis for ProductReliability Statistics Cronbachs Alpha N of Items .721 5 Table 4. 16 Reliability analysis for product This is the reliability test for product, which the Cronbachs alpha value is 0. 892. It is means that the questions are very good and reliable to be asked to the respondents. The finding result for reliability analysis Variable Cronbachs Alpha competency of Association Customer Loyalty 0. 856 Very good Price 0. 916 Excellent Service 0. 720 Good Brand Image 0. 930 Excellent Product 0. 892 Very good Table 4. 17 The finding result for reliability analysis 4. 3PEARSONS CORRELATION OF COEFFICIENTThe researcher used this method to analyze if there is a measure relationship between two variables. The researcher used Pearson correlation coefficient Matrix to test hypothesis because the questionnaire is an interval measurement of scale. correlations Price Service Image Product reaction of customer Price Pearson correlativity 1 . 938** . 972** . 986** . 969** Sig. (2-tailed) . 000 . 000 . 000 . 000 N 50 50 50 50 50 Service Pearson correlativity . 938** 1 . 949** . 951** . 926** Sig. (2-tailed) . 000 . 000 . 000 . 000 N 50 50 50 50 50 Image Pearson Correlation . 972** . 49** 1 . 984** . 967** Sig. (2-tailed) . 000 . 000 . 000 . 000 N 50 50 50 50 50 Product Pearson Correlation . 986** . 951** . 984** 1 . 979** Sig. (2-tailed) . 000 . 000 . 000 . 000 N 50 50 50 50 50 Response of custo mer Pearson Correlation . 969** . 926** . 967** . 979** 1 Sig. (2-tailed) . 000 . 000 . 000 . 000 N 50 50 50 50 50 **. Correlation is crucial at the 0. 01 level (2-tailed). Table 4. 18 Summary of correlation data Correlations Price Response of customer Price Pearson Correlation 1 . 969** Sig. (2-tailed) . 000 N 50 50Response of customer Pearson Correlation . 969** 1 Sig. (2-tailed) . 000 N 50 50 **. Correlation is square at the 0. 01 level (2-tailed). Table 4. 19 Correlation between price and customer loyalty Hypothesis 1 Ho Price does not contribute to the customer loyalty H1 Price does give high contribute to customer loyalty The finding from the data released that customer loyalty and price value is 0. crimson the result shows that the value is operative and high relationship between two variables. Correlations Response of customer Service Response of customer Pearson Correlation 1 . 926** Sig. (2-tailed) . 00 N 50 50 Service Pearson Correlation . 926** 1 S ig. (2-tailed) . 000 N 50 50 **. Correlation is significant at the 0. 01 level (2-tailed). Table 4. 20 Correlation between service and customer loyalty Hypothesis 2 Ho Service not gives impact to customer loyalty H1 Service gives impact to customer loyalty The finding from the data released that customer loyalty and service value is 0. Even the result shows that the value is significant and high relationship between two variables. Therefore the H1 will be accepted and H0 will be rejected. Correlations Service Image Service Pearson Correlation 1 . 49** Sig. (2-tailed) . 000 N 50 50 Image Pearson Correlation . 949** 1 Sig. (2-tailed) . 000 N 50 50 **. Correlation is significant at the 0. 01 level (2-tailed). Table 4. 21 Correlation between Brand image and customer loyalty Hypothesis 3 Ho Brand image does not influencing the customer loyalty H1 Brand image is a big influencer the customer loyalty The finding from the data released that customer loyalty and brand image value is 0. Even the result shows that the value is significant and high relationship between two variables. Therefore the H1 will be accepted and H0 will be rejected. Correlations Product Response of customer Product Pearson Correlation 1 . 979** Sig. (2-tailed) . 000 N 50 50 Response of customer Pearson Correlation . 979** 1 Sig. (2-tailed) . 000 N 50 50 **. Correlation is significant at the 0. 01 level (2-tailed). Table 4. 22 Correlation between product and customer loyalty Hypothesis 4 Ho Product does not affecting customer loyalty H1 Product gives effect to the customer loyalty The finding from the data released that customer loyalty and product value is 0. Even the result shows that the value is significant and high relationship between two variables.Therefore the H1 will be accepted and H0 will be rejected. 4. 3REGRESSION ANALYSIS Model Summary Model R R second power Adjusted R Square Std. Error of the Estimate 1 . 980a . 960 . 956 . 459 a. Predictors (Constant), Product, Service, Image, Price Table 4. 18 Model Summary From the table of model summary above, the value of r square 0. 980. This means that 0. 980 of dependent variable are explain by independent variable that has been use in the research. This indicates the high percentage which means that almost all of the independent variables can be used in this research. ANOVAb Model Sum of Squares df Mean Square F Sig. Regression 225. 636 4 56. 409 267. 647 . 000a Residual 9. 484 45 . 211 Total 235. great hundred 49 a. Predictors (Constant), Product, Service, Image, Price b. Dependent Variable Response of customer Table 4. 18 ANOVA Regarding to the above table, the F-test is significant which is P value 0. 00 0. 05. It means that all the variables validated and accepted since the p-value less than 0. 05. Therefore the model is significant to other words at least one of independent variable is significant to predict the dependent variable. Coefficientsa Model Unstandardized Coefficients St andardized Coefficients t Sig. B Std. Error Beta 1 (Constant) . 015 . 266 . 057 . 955 Price . 104 . 180 . 105 . 580 . 565 Service -. 057 . 080 -. 072 -. 718 . 476 Image . 146 . 159 . 158 . 917 . 364 Product . 727 . 225 . 788 3. 232 . 002 a. Dependent Variable Response of customer Table 4. 19 Standard Coefficients The t-test shows the significant result for the dependent variable which is 0. 047 0. 05. to a fault that, for the other variable which are corporate reputation and service quality where p value is 0. 05 and it means there is significant relationship. CHAPTER 5 shutdown AND good wordS 5. INTRODUCTION For this chapter, the researchers will concludes all the information that had been mention from chapter one until chapter four. The researchers also included the suggestion and recommendation for KFC at KB Mall based on the finding in chapter four for future research in order to help other researchers make improvement and thus provide useful information. 5. 1 CONCL USION This research had been conduct to identify customer loyalty at KFC KB Mall. Customer is the most important summation for every business in the world. All the companies do not want to lose their own customer especially if customers turn away to the competitors.The researchers had found that the factors of customer loyalty based on price, service, brand image and product. Besides that, there have four hypotheses for this study, which can be prove. The result for hypotheses shows that all the independent variables that are price, service, brand image and product have significant relationship with customer loyalty but the most significant variable is product. In terms of the independent variables, the researchers found that product plays important factor that affecting to the customer loyalty because it has strong correlation which is, 0. 79. 5. 2 RECOMMENDATION Nowadays, there are many fast food restaurant have been built in Malaysia. So existence of the new fast food restaurant s such as RasaMas, Chicken Rice Shop, and McDonald exist and they are really make good competition among them. Therefore, to reduce customer loyalty, it is important to KFC to be maintained as a number one in the fast food industry. Thus, through this study researchers willing to make some suggestions for KFC KB Mall and hope it can help in the future. 5. 2. 1 reproduction the StaffStaff at KFC KB Mall is very important to create long term relationship because they are person who meet customers and treats the order from customers. Therefore, KFC at KB Mall branchs rung should be self-aggrandising training maybe twice a year on how to overcome and how to communicate with the customers. Although it takes high cost for the company, KFC need to scarify to create high customer satisfaction. Through training, KFCs staff can control their feeling when faces different customers who are uncontrollable and have different characteristics.Furthermore, the staff also should have basic knowle dge that can help customers to solved problems. 5. 2. 2 Faster counter services Counter service is important to increase customer loyalty. This is because customer always rushes for their time. Therefore, KFC KB Malls staffs need to limit time serving one customer. It can be done if KFC KB Malls staff can serve the customers immediately and not waste time. Besides that, KFC also need to improve in term of time taken order for one customer. This is because from the researcher observation, customer always complaint that they need to keep until 6 until 10 minutes for taken an order.Sometimes, customers urgently want to order the menu. So, KFC need to improve their process and use another way when make the serving menu. 5. 2. 3 Change the location Location also plays the important factors in giving the best service to the customer. Basically location at KB Mall is crowded because in front of KFC is Mc Donald, RasaMas, Chicken Rice Shop. So, there are many competitors there and customer s hard to make choice to go to the fast food restaurant. KFC should find the places that surrounding the building do not have too many competitors that will affected their business.REFERENCES Kotler, P. , & Armstrong, G. (2012). Principles of Marketing. (14th ed. ). England Pearson Education Limited. (n. d. ). Retrieved from http//www. kfc. com. my/about-kfc-malaysia. php (n. d. ). Retrieved from http//www. fastfoodmarketing. org/fast_food_facts_in_brief. aspx freedownload. is. (2011). Retrieved from http//freedownload. is/pdf/consumers-preference-and-consumption-13515192. html Jeffrey A. Krug. (2001). KFC and Global Fast Food Industry. Retrieved from http//www. oppapers. com/essays/Kfc-Global-Fast-Food-Industry/168890