A STUDY OF THE RELATIONSHIPS OF CUSTOMER SATISFACTION AND BRAND LOYALTY TO PURCHASE INTENTION ON FREEZE-DRIED FRUITS
ANTHONY, TIK TSUEN WONG *
School of Business and Hospitality Management, Caritas Institute of Higher Education, Hong Kong.
*Author to whom correspondence should be addressed.
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.
Keywords: Freeze-dried fruit, satisfaction, loyalty, purchase intention, health snack, Hong Kong