Science
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.
AI Summary
A study of over 800 fast‑food customers in Peru found that brand loyalty is influenced by both product satisfaction and the emotional experiences customers have while eating. Researchers published the findings in the International Journal of Internet Marketing and Advertising. The work suggests that fast‑food brands in emerging markets could strengthen loyalty by creating emotionally engaging experiences in addition to delivering quality food and service.
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