Customer equity of Pakistani fast food restaurant: A study of attitudinal customer equity

Abstract

Customer Equity is true representative of relationship marketing. There are two major approaches to measure Customer Equity: Transaction/sales based approach and Attitudinal Approach. This research is an effort to check customer equity of fast food restaurants of Pakistan by using attitudinal approach. Transactional customer equity is treated as criterion for attitudinal customer equity. Three drivers of Customer Equity are Value Equity, Brand equity and Relationship equity are taken as independent variables in this research. Convenient sampling technique was used and sample size was 393 respondents. The results show that attitudinal customer equity had strong association with transactional equity. Brand equity, value equity and relationship equity show positive associations with attitudinal customer equity.

How does addiction of fast‐food turn into anti‐consumption of fast‐food? The mediating role of health concerns

“…We also provide an intervening process through which FFA turns into FFAC. Several consumer behavioural studies explain what causes FFA (Goyal & Singh, 2007; Nawaz et al, 2017), for example, quantitative findings of previous studies suggest that cravings for and impulsiveness towards fast‐food have a significant relation with FFA (Khalid et al, 2019). A recent study found FFA is the result of personal, social, and advertising factors (Aydin et al, 2018).…”

“…For instance, Majabadi et al (2016) found that many study participants reported health concerns as a major factor discouraging fast‐food consumption. So, FFAC motives discourage consumption for health and sustainability reasons (Lim, 2017; Nawaz et al, 2017). Furthermore, researchers suggest that anti‐consumption is relevant to FFA due to (1) impulse buying (Upadhye et al, 2021), (2) compulsive buying (Pradhan et al, 2018), and (3) food addiction, which is an uncontrolled and obsessive syndrome where consumer's experience strong pleasure‐seeking impulses and cravings (Adriaanse et al, 2010).…”

“…Studies have found a large shift towards fast‐food consumption among young consumers, especially in developing countries (Khalid et al, 2019). Fast‐food consumption has shown a huge increase because of price and promotional deals (Ghoochani et al, 2018; Nawaz et al, 2017). Thus, health risks associated with fast‐food are increasing, especially among the young (Yarimoglu et al, 2019).…”

Spiritual motivation, work culture and work ethos as predictors on merchant satisfaction through service quality of street vendors in Badung market, Bali, Indonesia

“…One of the informal sector existing is street vendors. On the basis of spiritual motivation, work culture and work ethos, and encouraged by the level of service quality and customer satisfaction (Nawaz et al, 2017), the research is conducted in relation to spiritual motivation, work culture and work ethos as predictors of merchant satisfaction through service quality of street vendors in the market.…”

Exploring the complexities of CSR and firm performances: Unveiling the relationship between social responsibility, ethical conduct, and consumer perceptions

“…Organizations should consider CSR practices not only as a moral obligation but also as a strategic business decision that can positively impact their brand equity and financial performance (Nawaz et al, 2017). By demonstrating their commitment to social and environmental responsibility, organizations can build trust and loyalty with their customers, employees, and other stakeholders (Hayat et al, 2022).…”