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Chick-Fil-A & the Quest of Brand Loyalty
Chick-fil-A solidifies brand loyalty by providing personal, genuine customer service. Their employees incorporate personal aspects that personalize each customer's experience. David Saef states in the newspaper article, "5 Cues on Brand Loyalty You Can Take From Chick-fil-A", paragraph 9, " Auburn University defeated the University of Georgia one season, fans phoned orders into their local Chick-fil-A store right before it closed. The restaurant stayed open to facilitate their request, and when the manager discovered... disheartened Georgia fans, he gave them meals on the house." As demonstrated in the quote, empathy is a major component in their service. Utilizing empathy results in their customers exhibiting brand loyalty.
Another method Chick-fil-A uses to solidify brand loyalty is customer and employee benefits. When citizens participate in the food chain of Chick-Fil- A, the customers reap benefits such as free food and the employees receive scholarships, and etc. Shannon Ottinger states paragraph 1," [Chick-fil-A]... they built a program that led with convenience and time savings. It delivered rewards according to customer value ..." When you take, something is given when it refers to Chick-fil-A. Their willingness to give also ensures their food chain brand loyalty.
Another factor that, apparently, solidifies brand loyalty is customer satisfaction rate. Customer's satisfaction is a vital factor in approval ratings and brand loyalty. If a food chain's or restaurant's satisfaction rate was low, that place would most likely lack customers and brand loyalty, According to QSR Magazine’s article , “Chick-fil-A Has the Most Satisfied Customer”. The article explicitly states in paragraph 4. sentence 1,“Chick-fil-A once again led the field with a score of 87—its third straight year hitting the mark, which is the highest of any restaurant chain, full or limited service (Texas Roadhouse topped the sit-down category with an 82).” Because Chick-fil-A has high satisfaction rates, more customers are loyal to the brand. Thus, customer satisfaction rates affect the brand loyalty within a restaurant.