A study of the relationships of customer satisfaction and brand loyalty to purchase intention on freeze-dried fruits
Author(s)
Date Issued
2018
Publisher
International Knowledge Press
Journal
Journal of Global Economics, Management and Business Research
Volume
10
Issue
1
Start page
1
End page
8
Abstract
This research studies the acceptance of freeze-dried fruits in Hong Kong. The objective of the research is to study the relationships of customer satisfaction and brand loyalty on purchasing intention. Quantitative data were used and questionnaires were designed based on the three constructs above. The results in this research found that customer satisfaction has influence on customers’ purchasing intention whilst brand loyalty is not significant on purchasing intention of freeze-dried fruit in Hong Kong. The study shows that in acceptance of new type of healthy foods, the taste, outlook and the ingredients are more significant than the brand awareness.
SFU Affiliated Publication
Yes
Availability at SFU Library
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