Behavioral intention in the luxury fast food restaurant

Abstract

The purpose of this article is to analyze the impacts of personal interaction encounters, service excellence, product quality and positive emotion on consumer behavioral intentions in luxury fast food restaurants. The paper investigates samples of luxury fast food restaurants' customers in Shiraz, using stratified random sampling. Self-administered questionnaires were distributed by fast food restaurant staffs to randomly selected customers who were waiting for checks after dinner. In all, 780 customers were asked to complete a survey on a voluntary basis. A total of 738 completed questionnaires were obtained and used in this study. The paper adopted the structural equation modeling approach to test the hypothesis. The empirical validation of the conceptual model supports the research hypotheses. The results support the fully mediating role of service excellence in the relationship between personal interaction encounters and behavioral intentions. This study explores how positive emotion mediates the impact of product quality and behavioral intentions. The paper also finds support for linear relationship between behavioral intention and actual behavior.

Perceived Value, Customers’ Satisfaction, and Customers’ Behavioral Intention Towards Malaysian Heritage Food Served by Hotels Around Klang Valley

“…According to Ha and Jang (2010), the physical environment of the restaurant influences returns intentions because customers will return if the restaurant provides a conducive atmosphere and dining environment. According to Seyed and Mahnoosh (2013), high service quality drives behavioural intentions, restaurant reputation, and customer repurchase desire. Suppose the hotel restaurant serves high-quality food, but the management fails to provide high-quality service.…”