Authors : Soe Thu Aung; Zin Ko Ko; Nan Wai Linn; Yin Ko Ko

Volume/Issue : Volume 10 - 2025, Issue 7 - July

Google Scholar : https://tinyurl.com/y465ad99

Scribd : https://tinyurl.com/3f38yvhn

DOI : https://doi.org/10.38124/ijisrt/25jul1088

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Abstract : This study examines the principal drivers of brand loyalty in Myanmar's fast-food industry, targeting 4 fundamental factors: food quality, rate competition, provider first-class, and promotional giveaways. Rooted within the Expectancy-Disconfirmation Theory and the SERVQUAL model, this look seeks to cope with a vacuum within the literature about logo loyalty in growing Southeast Asian markets. We used a quantitative research approach, distributing a structured questionnaire via Google Forms to regular customers of Speedy Meals in Myanmar. We analyzed records from 100 respondents, mostly younger female students from low-income houses, using SPSS. The reliability checks confirmed that the survey outcomes were consistent (Cronbach’s alpha ranging from 0.704 to 0.837), and the analysis revealed that service quality was the only significant factor affecting brand loyalty (β = 0.320, p = 0.013). Promotional gifts showed a slight positive effect (β = 0.196, p = 0.083); however, food quality and price competitiveness are no longer significant determinants. The model explained 37.3% of the variance in brand loyalty, indicating that other factors, including brand images, digital engagement, and customer satisfaction, may also be significant. The study points out the importance of service level in fostering brand loyalty amongst Myanmar's younger fast-food patrons and advocates for a planned emphasis on career development and meticulously designed promotional tasks. The effects offer vital clues for immediate-meals firms aiming to foster enduring customer loyalty in Myanmar and other emerging economies.

Keywords : Price, Brand Loyalty, Service Quality, Promotion, Fast-Food Industry.

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