This study aims to examine the relationship between customer equity and customer loyalty in fast-food chain restaurant in Vietnam. A survey of 352 customers of KFC restaurant was conducted in March 2019 to collect data. Structural Equation Model (SEM) is used to test the hypothesis on the relationship between three key determinants of customer equity - brand equity, value equity, relationship equity and customer loyalty. Research results confirm that brand equity, value equity, relationship equity have a positive impact on customer loyalty. The managerial implications are also discussed in the paper. |
