Customer Loyalty Amidst Competition in the Fried Chicken Culinary Industry
Loyalitas Pelanggan Di Tengah Persaingan Industri Kuliner Fried Chicken
DOI:
https://doi.org/10.21070/ups.10115Keywords:
Customer Loyalty, Customer Relationship, Hisana Fried Chicken, Marketing CommunicationAbstract
Increasingly fierce competition in the culinary industry, particularly in the fast food segment such as fried chicken, forces businesses to continuously develop and maintain customer loyalty. This study uses a qualitative method. This study aims to explore the key factors that influence customer loyalty to local fried chicken brands. Data were collected through in-depth interviews with loyal customers of one fried chicken outlet, Hisana Fried Chicken, which faces many competitors selling similar products. The research findings reveal that customer loyalty is shaped not only by taste, price, and product quality but also by the overall customer experience, which includes the quality of service and the impression left on customers. These insights offer valuable implications for culinary business owners who seek to differentiate their brands and cultivate customer loyalty through more human-centered and customer-oriented strategies.
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