Abstract

As global demand for safe and high-quality poultry products continues to grow, fostering consumer loyalty in the livestock feed industry has become increasingly vital. Despite its importance, limited empirical research has examined the behavioural factors driving loyalty in this sector, particularly within the Malaysian context. This study investigates the determinants of consumer loyalty toward poultry feed by assessing the influence of service quality (opinion leader), product quality (feed certification, company image, perceived product quality), and satisfaction (consumer satisfaction, consumer trust). Data were collected from 152 poultry feed consumers through a structured questionnaire and analysed using SPSS. The results indicate that opinion leadership, feed certification, perceived product quality, and consumer satisfaction significantly influence consumer loyalty, while company image and consumer trust show no significant effect. These findings underscore the importance of aligning feed production with quality assurance, certification compliance, and responsive service strategies. The implications are particularly relevant for feed manufacturers and agri-food marketers, as they highlight the need to prioritise certification credibility, strengthen value delivery, and improve customer satisfaction to enhance loyalty. The study offers actionable insights for industry stakeholders and sets the groundwork for future investigations into loyalty formation across agri-food and livestock value chains.