The increasing competition in all of business industry areas are affecting
the fast food restaurant business. Although Kentucky Fried Chicken (KFC) is
marked a fast-food restaurant market leader, based on survey data from SWA
business magazine, in 2012 KFC’s words of mouth which have declined. Due to
some inconsistencies among previous studies about the customer satisfaction on
words of mouth, the further research is required.
This study aims to analyze how to increase words of mouth through the
management of customer satisfaction by adding an intervening variable which
was customer loyalty. The purpose of this study was to analyze the influence of
advertising appeal, brand image, customer satisfaction, positive attitude toward
the brand, customer loyalty and words of mouth in customer consideration
purchasing KFC’s products. Respondent used in this study were the customers of
KFC which were 120 respondents. The theoretical model consisted of six
variables with six hypotheses and were tested by using SEM analytic tools by
using AMOS program.
The findings of this study showed that five hypotheses were accepted and
one of them was rejected which was the third hypothesis. Third hypothesis stated
that the higher of brand image affects on higher words of mouth could not be
statistically proven or rejected. Thus, it could be concluded that the variable of
brand image can not increase the performance of customer loyalty. Therefore, it
is suggested that the increasing of words of mouth is more focused on the
increasing customer loyalty from customer satisfaction, also advertising appeal
and brand image which can increasing positive attitude toward the brand so it is
expected this condition will influence the increasing of words of mouth
