Fast Food Restaurant Industry Research Articles

Consumer behavior and mobile payment: An empirical study of the restaurant industry

ABSTRACT This study analyzes the rapid development of mobile payment in the fast-food restaurant industry and the effect it has on consumer behavior. Moreover, this work examines the influence of mobile payment users’ motivation on satisfaction and the effects of motivation and satisfaction on continuance intention. A total of 547 questionnaires were collected in Shenzhen China prior to the late 2019 COVID-19 pandemic outbreak. The findings indicate that motivation and satisfaction each has a significant positive, direct effect on the continuance intention of mobile payment usage. The results show that intrinsic motivation, notably the Perceived Enjoyment factor, has a greater impact than satisfaction on continuance intention. Respondents are less satisfied with Perceived Privacy and Perceived Security but show greater satisfaction with Perceived Service Quality. Perceived Enjoyment and Perceived Service Quality can evoke the intention to continue to use mobile payment. The results of this research provide useful information for mobile payment providers and fast-food restaurant owners to further improve their services. The proposed consumer behavior framework of the continuance intention of mobile payment service usage can be used as a basis for hospitality researchers to refine research on mobile payment technology and service management.

Using a Text Mining Approach to Hear Voices of Customers from Social Media toward the Fast-Food Restaurant Industry

Due to the COVID-19 pandemic, the sales of fast-food businesses have dropped sharply. Customer satisfaction has always been one of the key factors for the sustainable development of enterprises. However, in the fast-food restaurant business, gaining the knowledge of customer satisfaction is one of the critical tasks. Moreover, text reviews in social media have become one of important reference sources for customers’ decisions in buying services and products. Therefore, the main purpose of this study is to explore whether customer voices from social media reviews are different during the COVID-19 outbreak and to propose a new method to reduce interpersonal contact when collecting data. A text mining scheme which includes least absolute shrinkage and selection operator (LASSO) and decision trees (DT) are presented to discover the essential factors for customers to increase their satisfaction from unstructured online customer reviews. Finally, three real world review sets were employed to validate the effectiveness of the presented text mining scheme. Experimental results can help companies to properly adapt to similar epidemic situations in the future and facilitate their sustainable development.

The Mediating Effect of Customer Satisfaction on the Relationship Between Service Quality, Relationship Quality, Relationship Quality, Perceived Value, and Perceived Price Towards Repurchase Intention in the Fast Food Industry

Fast food restaurant industry has become a subject to intense competition and rapid growth in Malaysia’s economy. Consequently, repurchase intention become crucial especially in the fast food business, as it relates to company’s profits. Only a few studies in Malaysia were found in the literature, which deal with university students’ perceptions about fast food restaurant services. Therefore, it is necessary to study the needs of the university students and to understand their preferences. This study examined the relationship between service quality, relationship quality, perceived value and perceived price towards repurchase intentions. Besides that the study also examined customer satisfaction as a mediating role in order to fill the gap in the previous studies. A total of 372 responses were obtained from students of three universities in Shah Alam, through questionnaires. Data were analysed with multiple regression by using Statistical Package for Social Science (SPSS) version 2.0. The findings showed that relationship quality is the main predictor of customer satisfaction (β=.369, p<.01) followed by assurance (β=.165, p<.01), perceived price (β=.162, p<.01) and food quality (β=.102, p<.05). The least predictor is perceived value (β= -.027), tangibility (β=0.53) and responsiveness (β=0.83). The findings also showed that customer satisfaction mediates the relationship between assurance, food quality, relationship quality, perceived price and repurchase intention. The implications of the study are further discussed in this paper.

Identifying Muda in a fast food service process in Spain

PurposeIdentification and elimination of Muda (any activity adding cost but not value from the customers’ perspective) is one of the main objectives of Lean service. Whilst there is significant research on implementing lean in manufacturing and some service industries, there is little information related to its application to the fast food service industry. The purpose of this paper is to try to fill in this gap by answering the research question: What type of Muda could be identified from the customers’ perspective within the service production processes in the fast food restaurant industry in Spain?Design/methodology/approachAn exploratory case study has been conducted. Three multinational companies were selected and several sites observed in Madrid, Spain. Three methods were used to gather data: document analysis; direct and participative observation and semi-structured interviews.FindingsThe paper identifies the seven types of Muda: defects, movements, process, inventory, overproduction, transport and delay. The results are discussed for Cases A, B and C, showing that A and B present higher potential for Muda, compared C.Practical implicationsThreefold value for practitioners and managers: waste identification is an opportunity for non-efficient processes improvement; observation/analysis from the customers’ perspective reveals that customers perceive these inefficiencies; a guideline/audit tool for future assessments.Originality/valueThe paper contributes to the limited existing literature on lean service in fast food industry and disseminates this information to provide impetus, guidance and support toward increasing the productivity, efficiency, consistency and quality of service.

Peran Brand Image dalam Memediasi Pengaruh Social Media Marketing terhadap Repeat Purchase pada Fast-Food Restaurant di Kota Medan

This study aims to analyze the effect of social media marketing on brand image and repeat purchases, and to analyze the role of brand image in mediating the effect of social media marketing on repeat purchases in the Fast-Food Restaurant industry in Medan. The respondents are consumers who have made purchases at five fast food restaurants in Medan. 140 people were selected using random sampling. Data collected using questionnaire and interviews, and analyzed using descriptive and path analysis. The results proved that social media marketing was significantly influenced brand image; brand image was significantly influenced repeat purchase; and, social media marketing was significantly influenced repeat purchase. Moreover, social media marketing proved has no significant effect on repeat purchase through brand image as mediator.

Customer loyalty in the fast food restaurants of Bangladesh

Purpose The purpose of this paper is to investigate the factors influencing the satisfaction of customer and customer loyalty in the fast food restaurant industry. A theoretical model, including hypotheses, has been proposed in this study. Design/methodology/approach Data were assembled using convenient sampling method. The hypothesized model was verified with the data from 204 respondents. Principal component analysis and structural equation modeling approach were applied to analyze data. Findings The results (significant at p<0.01 and p<0.05) exhibited that food quality, price and service quality were positively linked to customer satisfaction. Customer satisfaction was positively associated with customer loyalty. The empirical results found a contrary association between the location and environment of restaurant and customer satisfaction. Practical implications The managers and owners of fast food restaurants may use the results of this study to confirm customer satisfaction and loyalty of the customer. With loyal customer groups, their businesses can be sustained and gradually grown up. Originality/value This study will provide guidelines for the management of fast food restaurants to formulate their business strategies in the competitive market. It will give a signal to the managers to stay focused on customer relationship management as the ultimate goal of the business.

Mitigating Risk of Failure by Expanding Family Entrepreneurship and Learning from International Franchising Experiences of Johnny Rockets: A Case Study in Pakistan

It is generally believed worldwide and backed by research too that startups face a high risk of failure and eight to nine out of ten ideas may not work (Hisrich, Peters, & Shepherd, 2009). However, many experts claim that the situation can turn vice versa for family entrepreneurship (or creative family businesses) and franchise ventures (Francorp, 2016). This exploratory probe aims to discover these two phenomena for Johnny Rockets (JR) Pakistan, which is an international franchise of fast food chain of restaurants, and simultaneously it is a family business extension. Literature is reviewed from four perspectives: family entrepreneurship and business, franchise business, internationalization of companies, and fast food restaurant industry in Pakistan. Primary data is garnered from three sources: in-depth interviews from middle to top management of Johnny Rockets, owners of the franchises, and from its consumers in accordance with phenomenology method and purposive sampling to analyze their lived experiences with JR and its direct rivals. The data analytic techniques comprise thematic analysis and constant comparison. The findings unveil that in the wake of tolerating several difficulties, now Johnny Rockets seems to be on the right path of sustainable growth. The study underpins the notions that family entrepreneurship and franchise ventures enjoy a high probability of success, but it requires an organizational culture of the congenial work environment, and propensity to create a customer-centric modern learning organization, ready to accept trials and errors and continuously innovating its processes and systems.

Insights into the Antecedents of Fast-Food Purchase Intention and the Relative Positioning of Quality

ABSTRACTThis research develops and tests a theoretical framework that posits and examines factors affecting purchase intention in the fast-food industry. This study proposes a research model and investigates the complex interrelationships portrayed in the model after extracting relevant antecedents from the extant literature and contextualizing them to the fast-food restaurant industry. Anchored in the theoretical framework of social identity theory (Tajfel and Turner 1979), the theory of reasoned action (Fishbein and Ajzen 1975), and signaling theory (Spence 1973), this article evaluates the relationships among antecedents by using a survey to explore the consumer decision-making process and then by evaluating the proposed framework through partial least squares structural equation modeling (PLS-SEM).This study contributes to the extant literature by: a) identifying antecedent constructs of purchase intention within the fast-food industry; b) integrating these constructs into the first fast-food purchase intention model; c) providing practitioners an opportunity to tailor their marketing initiatives to specific consumer segments using importance-performance map analysis at both the construct and indicator levels; d) supporting a unique platform for benchmarking against existing brands in the same industry and brands from other industries. Findings also suggest that though quality is important, other antecedents account for more variation in why consumers intend to purchase fast food. Such a finding is actually positive if it implies a relatively high level of quality is homogeneous and expected within the industry, but the relative importance of quality has important implications for future research directions and provides insights for quality professionals.

Visualization of Fast Food Restaurant Location using Geographical Information System

The fast food restaurant industry, as one of the food service formats, has been growing significantly in Indonesia, and still continuing in the future. Understanding of consumer behavior, as well as its various influence factors, such as demographic and socioeconomic factors, are needed to be done to support decisions in a business perspective. The purpose of this research is to study the utilization of various data visualized with Geographical Information System approach, to support the decision-making process, especially related to location analysis. Fast food restaurants in Jakarta were selected as the object of this research. The results show the various information generated from the developed geographic information system and some future research were also addressed in this article.

ANALISIS PREFERENSI MASYARAKAT TERHADAP RESTORAN CEPAT SAJI DI KOTA BOGOR

ABSTRACTThe objectives of this research are: (1) to identify the most important environmental factors that led to a variety of consumer preferences for fast food restaurants in Bogor; (2) to measure the relative performance of consumer satisfaction attribute in fast food restaurant industry in Bogor by using approach of importance performance analysis; and (3) to identify the pattern of competition among fast food restaurants in Bogor City with the use of SPSS scoring method. Data analysis method used is Fischbein analysis consist of quantitative analysis and qualitative analysis. The results showed that: 1) hygiene factors should be put forward because the concept of fast food restaurants attract more consumers from middle to upper economic level, and of course it is critical to give an assessment of the condition or circumstances in all aspects of the service from fast food restaurants; 2) the level of service provided to the consumer most attributes are in the low priority position matrix with the percentage of 53%, the attribute on the matrix to maintain the achievement is in the second with the percentage of 33%, followed by the main priority attribute is only 9% and the last attribute on the matrix excessive with percentage of 5%. This means there are still many attributes that do not have significant effectiveness to the services provided by each attribute; 3) can be determined the average total scoring of KFC restaurant (20.56, 14%), McD restaurant (18.29, 12%), Pizza Hut restaurant (16.67, 11%), Trio restaurant (15.98,11%), restaurant of Simpang Raya (15.96,11%), Burger Kings restaurant(15.87,10%, Rumah Anai restaurant, (15.18; 10%), and Dominos restaurant (14.83,10%).Keywords: Community Preference, Fast Food Restaurant, and Bogor City

A Cross-National Comparison of Brand Perceptions of Global Franchise Chains in the BRICS

This study compares consumers’ brand perceptions across the five BRICS countries. We executed a cross-national comparison of how two United States-based global franchise brands in the fast-food restaurant industry (i.e., McDonald's and Burger King) are perceived by local consumers in a host market. The cultural distance index, drawn from Hofstede's cultural typology, is used to examine cultural influences on the development of brand perceptions. Our findings confirm that the smaller the cultural distance between a host market and the United States the stronger the brand perceptions of the two iconic United States brands. In particular, South African and Indian consumers, where the cultural distance indexes are smaller compared with the United States, perceived McDonald's more positively compared with consumers in Brazil, Russia, and China. Our comparative study demonstrates that generalizations drawn from single-country studies might lead to erroneous conclusions about global marketing strategies such as standardization versus localization.

Delineating responsibility, decisions and compromises: a frame analysis of the fast food industry’s online CSR communication

ABSTRACTThis paper uses a frame analysis method to highlight the ways in which the quick-service restaurant (QSR) industry – or fast food restaurant industry – uses official websites to communicate messages about nutrition and health to consumers and other relevant publics, especially using the language of corporate social responsibility. In the context of the increasing association of QSR industry food to the obesity epidemic in the U.S.A., several large fast-food chains have developed elaborate communication strategies to address the health concerns among the general public of their foods. Using a frame analysis method, I demonstrate that the industry consistently draws on metaphors of ‘individual responsibility’ and ‘personal choice’ in choosing healthy food, while establishing the primary role of moderation and exercise in preventing obesity. As a contribution to the field of PR, this emic frame analysis features an integrative approach that combines both message features in context with message intention. I also discuss practical applications of the study findings.

Restaurant Location and Price Fairness as Key Determinants of Brand Equity: A Study on Fast Food Restaurant Industry

<p class="ber"><span lang="EN-MY">The main purpose of this study was to examine the direct effects of restaurant location and price fairness on brand equity in Malaysian market. The data were collected from several customers of international fast food restaurants in <span>East Coast </span>Malaysia. Convenience sampling methodology was utilized to obtain the responses from 384 customers during different times of data collection period. The collected data were coded into SPSS and analysed using structural equation modelling through AMOS 18. The findings indicated that restaurant location has significant positive effect on brand equity and its dimensions namely, brand image, brand loyalty, brand preference, and brand leadership. Moreover, it was found that price fairness has significant positive effect on overall brand equity and its dimensions. These results suggest that a restaurant location that is visible and accessible to customers seems to be an important factor in determining business success. Moreover, consumers tend to evaluate a restaurant brand based on price fairness that is matched with the quality of the offering. Therefore, this study urges policy makers in fast food restaurant industry to consider restaurant location and price fairness when designing their branding strategies.</span></p>

Testing the effects of food quality, price fairness, and physical environment on customer satisfaction in fast food restaurant industry

Building customer satisfaction is considered to be a key priority for business success. Therefore, determining the factors that affect customer satisfaction is important. This paper was designed to examine the effects of food quality, price fairness and physical environment on customer satisfaction in fast food restaurant industry in Malaysian market. The data were collected from 242 customers of international fast food restaurants in east coast Malaysia. The collected data were analysed using SPSS and structural equation modelling (SEM). The findings indicated that food quality has a significant positive effect on customer satisfaction. Moreover, the findings revealed that price fairness and physical environment have significant positive effects on customer satisfaction. These findings provide useful suggestions and guidelines for the policy makers in fast food restaurant industry and confirm the importance of the selected factors in affecting customer satisfaction.

Development of E-business solutions for fast food restaurants

The purpose of this paper is to develop electronic business solutions for electronic fast food restaurants. Specifically, an electronic customer chain model is presented first show how information systems can be integrated into business processes in the fast food restaurant industry. Then, a set of tactical electronic business solutions are derived based on the developed model by using a top-down approach. Pattern analysis is conducted to investigate the implementation status of these developed solutions in the 20 dominant fast food restaurants. Finally, theoretical and practical implications are discussed.

The Importance of Social Media Advertisements in Enhancing Brand Equity: A Study on Fast Food Restaurant Industry in Malaysia

The Importance of Social Media Advertisements in Enhancing Brand Equity: A Study on Fast Food Restaurant Industry in Malaysia

IMPACT OF SERVICE AND FOOD QUALITY ON CUSTOMER SATISFACTION AMONG GENERATION Y FOR THE FAST FOOD RESTAURANT IN MALAYSIA

The drive of this study is to contribute to the literature of service and food quality significance in fast food restaurant industryof Malaysia. The study is carrying out from the viewpoint of fast food restaurant industry and the customers' satisfaction among generation Y in Malaysia. Three variables have been examined to demonstrate the significance of service quality and food quality on customer satisfaction. The outcomesratify the importance of greatercorresponding service and food standards in fast food restaurant industry. For food quality factor, allrespondents are agreed with statement. Findings from 1000 respondents of Generation Yshowed that two factors significantlyinfluenced customer satisfaction. Thisresearch would be valuable in the improvement of a more comprehensive model to simplify a better understanding of customers' satisfaction among generation Y on fast food restaurant in Malaysia; these findings would deliver a better comprehension of Malaysian customers' satisfaction andhelp design more effective marketing strategies

Investigation of the effects of hedonic value and utilitarian value on customer satisfaction and behavioural intentions

This study’s objective was investigation of the effect of hedonic and utilitarian values on customer satisfaction and behavioural intentions in the fast-food restaurant industry. A questionnaire was used to gather data from the population. The measures were developed based on a thorough review of the previous literature. The research population was students who purchased from the university fast-food restaurant. Data were analyzed using the structural equation modeling techniques. The research findings indicate that hedonic and utilitarian values had a direct effect on customer satisfaction and hedonic value against utilitarian value did not have direct effect on behavioural intentions. In addition, customer satisfaction directly influenced behavioural intentions. Hedonic value shows a greater influence on customer satisfaction than does utilitarian value, and utilitarian value shows a greater influence on behavioural intentions than hedonic value. Key words: Customer perceived value, customer satisfaction, behavioral intentions, hedonic and utilitarian values, structural equation modeling, fast-food restaurant.

Organizational culture and performance – evidence from the fast food restaurant industry

AbstractThis paper explores the relationship between organizational culture and the performance of managers in the restaurant industry. We also introduce the managers’ job efficacy and commitment to the organization as variables intervening between organizational culture and performance. Data were collected in a restaurant/fast food operation which included franchisees as well as employed managers. Results suggest that there are relationships between culture and manager's efficacy and organizational commitment, and that some cultural aspects are related to performance variables such as personnel cost and additional sales. In addition, managers’ commitment and efficacy are also related to performance.

Multi-Attribute Dimensions of Service Quality in the Fast Food Restaurant Industry

Abstract As the fast food restaurant industry grows in the Western industrialized world, it has also become increasingly competitive. In such an environment, marketers are concerned about how to increase or maintain market share through better service quality and effective segmentation strategies. This paper reports a two-phase exploratory study conducted to determine the dimensions of service quality in the fast food industry, from the consumer's perspective. Factor analysis revealed 10 dimensions made up of 57 different attributes. The 10 dimensions were able to discriminate among three groups of fast food patrons, namely: frequent, less frequent, and more frequent patrons. Managerial implications of these findings, for market segmentation, targeting, positioning, and promotional strategies are discussed.