| As the people's life rhythm constantly accelerating and social division increasingly refining, traditional housework is gradually socialization. It is endowed Chinese fast food historic opportunity of development, especially the development of Chinese fast food chains. But compared with the large market share of McDonld and KFC, Chinese fast food chains are more vulnerable in turnover and brand awareness. At the same time, the brand conversion of Chinese fast food chains is rotating highly which resulted in a large number of draining customer. So how to maintain and retain loyal customer are the priorities for Chinese fast food chain. Due to the regional and smaller radiation range, the Chinese fast food chains largely depend on the customer's repeated consumption. Then the brand loyalty of customer can bring out repeat of consumption. In order to establish competitive advantage, it is necessary to explore maintaining and enhancing brand loyalty strategy. The factors of the brand loyalty are so many that this paper study only from the perspective of brand trust.Firstly, this paper reviews the theory of brand trust, the antecedent brand trust (customer satisfaction, brand reputation, service quality).And then explains the relationship between the brand trust, the antecedent of brand trust and brand loyalty.Under the Chinese fast food chains background, this paper is studying how the brand trust and antecedent brand trust influence to the brand loyalty with empirical method. At the same time, the brand trust as intermediary variable is systematically analyzing and verifying. By recycling 422 valid questionnaires, the author applies SPSS16.0 and AMOS7.0 analytical software to descriptive statistics analysis, data reliability, validity analysis, confirmatory factor analysis and structural equation model analysis. Finally, we obtain the main conclusion as follows:(1)Customer satisfaction, brand reputation and service equality are obvious effect on brand trust which the most important is the service equality, followed by customer satisfaction, and finally the brand reputation.(2)Brand trust, customer satisfaction, brand reputation and service equality have significantly impact on the brand loyalty. Brand trust is the biggest influence on brand loyalty, followed by the service equality, customer satisfaction, and finally is brand equality. (3) Brand trust is not the intermediary variable of the influence of customer satisfaction, brand reputation on brand loyalty, but do the service equality. And the affect of service equality on the brand loyalty is partially intermediate by brand trust. |
