Factors Influencing Repurchase Intention in Drive-Through Fast Food: A Structural Equation Modeling Approach.

Yogi Tri Prasetyo,Anak Agung Ngurah Perwira Redi,Bobby Ardiansyah Miraja,Thanatorn Chuenyindee,Allysa Mae Castillo,John Allen Sia,Louie John Salonga,Satria Fadil Persada,Michael Nayat Young

doi:10.3390/foods10061205

Abstract

The drive-through fast-food industry has been one of the fastest businesses growing over the past decades in developing countries, including the Philippines. The purpose of this study was to evaluate factors influencing costumers’ repurchase intention in a drive-through fast food in the Philippines by utilizing the structural equation modeling (SEM) approach. A total of 305 Filipinos answered the online questionnaire, which contained 38 questions. The results of SEM indicated that subjective appetite (SA) was found to have a significant direct effect on menu options (MO). Consequently, MO was found to have significant direct effects on imagery elaboration (IE), vividness (VV), and convenience (CO), and an indirect effect on order accuracy (OA). Finally, SA, MO, IE, VV, OA, and CO were found to have significant effects on satisfaction (S), which subsequently led to loyalty (L) and repurchase intention (RI). Interestingly, MO was found to have the highest indirect effect on RI, indicating that MO is an important consideration for RI. This is the first comprehensive study evaluating drive-through fast food in the Philippines. The causal relationships of the present study can be applied and extended to evaluate the repurchase intention of drive-through fast food in other countries.

Highlights

Drive through service has been an important part of foodservice business research
The chosen population consisted of those people who have had a recent experience of service in fast-food restaurants (FFRs) drive-through in the Philippines
40.66% of respondents indicated that they visit drive-through daily, 31.80% visit a few times per week, 10.16% visit a few times per month, 8.20% visit about once per week, 7.87% visit about once per month, and only 1.31% visit rarely

Summary

Introduction

Drive through service has been an important part of foodservice business research. It is a common feature of fast-food restaurants (FFRs). The primary goal of these drive-through services is to provide fast and convenient service to the customer [1] while increasing the number of customers that can be served, as opposed to the traditional walk-in transactions. Upon entering the drive-through lane, the customer stops his vehicle momentarily to choose an order from the food offered by the restaurant on the menu. A menu acts as the first point of interaction for customers in the restaurants, providing cues about their impending encounter, while, simultaneously, establishing the restaurant’s strategic marketing plan, personality, and brand identity [2,3]. Thomas and Mills [4] mentioned that few studies empirically assessed how menu information gathered by restaurants influences the attitudes of the customers towards the restaurant, including their consequent behavioral intentions

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