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

• Main Authors: Loh, Sheena., Poh, Mei Ping., Goh, Sharon Guan Hui.
• 其他作者: Nanyang Business School
• 格式: Final Year Project
• 語言: English
• 出版: 2012
• 主題: DRNTU::Business::Marketing::Consumer behavior
• 在線閱讀: http://hdl.handle.net/10356/48353

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 br...