The purpose of the research was to empirical research on the impact of customer satisfaction, brand image on brand love, and brand loyaltyat fast-food restaurants in Vietnam. We examined study data from 272 clients at fast-food restaurants in Ho Chi Minh City, Vietnam. The research model was recommended from previous researches. PLS - Partial Least Squares method was employed to analyze the measurement model and the structural model. The findings of the study disclosed that customer satisfaction had a positive effect on brand loyalty and brand love. The findings also stated that brand image had a positive influence on customer satisfaction. Moreover, the results of the research also demonstrated that brand image had a positive impact on brand love and brand loyalty
Volume 12 | Issue 6
Pages: 3151-3159
DOI: 10.5373/JARDCS/V12I6/S20201280