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.
• Other Authors: Nanyang Business School
• Format: Final Year Project
• Language: English
• Published: 2012
• Subjects: DRNTU::Business::Marketing::Consumer behavior
• Online Access: http://hdl.handle.net/10356/48353
• Institution: Nanyang Technological University

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...