Factors Influencing Customer Repurchase Intention in the Fast Food Industry. A Case Study of Innscor Mutare, Zimbabwe

Fungai, Michael

doi:10.26831/bssj.2016.2.1.113-133

Cited by 9 publications

(7 citation statements)

References 9 publications

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“…They typically base future purchase intentions on the value gained from earlier contacts, with relationship benefits serving as a surrogate for future advantage expectations. Repurchase intention is typically determined by surveys of current consumers, which examine their proclivity to buy the same brand, product/service and from the same company (Fungai, 2017).…”

Section: Introductionmentioning

confidence: 99%

I trust friends before I trust companies: The mediation of WOM and brand love on psychological contract fulfilment and repurchase intention

Ismail

2022

MANM

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PurposeConsumer psychology research has established the importance of customer satisfaction as a determinant of customer repurchasing intention. Nonetheless, even satisfied customers switch brands. Also, even dissatisfied customers have repurchasing intentions. This means that customer repurchasing behaviour is extremely difficult to predict, necessitating additional research to identify additional factors that can help organizations better understand the methods to predict customer repurchasing intention. To fill this knowledge gap, this study examined the mediating effects of brand love (BL) and positive word of mouth (PWOM) on psychological contract fulfilment (PCF) and customer repurchasing intentions.Design/methodology/approachThis is a cross-sectional study. The study used structural equation modelling (SEM) to analyse relationships from a sample size of 400 beauty salon customers. Also, a process macro mediation test was used to analyse the mediating effects of BL and PWOM on the relationship between PCF and customer repurchase intentions.FindingsThe findings indicate that transactional and relational psychological contracts have a positive and significant relationship with BL and PWOM. As well, BL and PWOM positively and significantly influence customer repurchase intentions. Finally, the findings indicate that BL and PWOM mediate the relationship between psychological contract fulfilment and customer repurchase intentions.Research limitations/implicationsThis survey sampled beauty salons solely. Given that each type of organization may have a unique way of fulfilling psychological contracts, future studies may include more categories such as restaurants and craftsmanship to broaden the sample. Additionally, this study utilized female beauty salons. Therefore, future research could include salons that cater to women and men to boost the sample's generalizability. Finally, this study concluded that BL and positive recommendations are the most effective variables for resolving consumer satisfaction challenges. However, additional factors can probably amplify this fact by focusing on additional elements to broaden the arguments.Originality/valuePast studies have extensively covered customer repurchasing intention in relation to customer satisfaction. However, it was noted that even some satisfied customers could switch to other brands, and those who were dissatisfied could repurchase the brand. Given that little is known about how other factors than customer satisfaction can affect repurchasing intentions, this study examines the mediating effects of BL and PWOM on PCF and customer repurchase intentions.

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Section: Introductionmentioning

confidence: 99%

I trust friends before I trust companies: The mediation of WOM and brand love on psychological contract fulfilment and repurchase intention

Ismail

2022

MANM

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“…The outcome of their studies revealed that food quality attributes such as taste, appearance and temperature significantly affect customer satisfaction and selection of restaurant. The findings of Hyun (2010) corraborates Fungai (2017), Qu (2018) and Mohammad (2019) studies who found that quality of food greatly influence consumers' choice of eatery.…”

Section: Factorsmentioning

confidence: 90%

Determinant factors of consumers choice of formal full service restaurants in Ghana

Noble¹,

Commey²,

Barikisu³

2022

J. Hosp. Manage. Tourism

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The study was carried out to determine consumers' choice of formal full-service restaurants in Ghana. Survey was employed and data were collected using questionnaire. Fifty (50) consumers were selected for the study using the systematic sampling technique. Descriptive and inferential statistics were employed to analyse data gathered. The findings revealed that, all the variables in the study influence consumers' choice of formal full-service restaurants. However, the most important factors in order of ranking were: food quality and taste of food, variety of menu items, product/menu price, service quality, location of restaurants, dining environment, restaurant brand popularity, prompt service, staff cooperation and parking space were major factors that influence consumers' choice of formal full service restaurants. The study further, established that consumers demographic profiles influence their choice of formal full-service restaurant. This study, the first of its kind in Ghana, is important as it is expected to expand literature on the extent of relationship between demographic factors and consumer's choice of full -service restaurant to hospitality educators and hospitality practitioners. This study recommend that hospitality operators should focus more on food quality as well as all the attributes examined in the study in order to meet the expectations of their consumers.

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“…The cuisine is therefore the most important factor in having the ideal dining experience (Fungai, M. (2017). [183]). Menu: One of the crucial factors that have to be taken into consideration while assessing menu performances is the quantity of plate waste.…”

Section: Quality Of Foodmentioning

confidence: 99%

Consumers’ Intention toward Mitigation of Plate Waste Behaviour in Restaurants – Development of Conceptual Model

Salins

Aithal

2023

IJMTS

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Purpose: There have been growing concerns over food security and the problems of food waste on the environment, including resource depletion and greenhouse gas emissions for many years. Although food waste can happen at any point in the food supply chain, the factors that influence consumer intention has been identified as the main contributors to food waste generation. The main purpose of the research is to develop a conceptual model for the study and to investigate the factors that influence consumers' intentions toward reducing food waste behaviour in restaurants based on recognized consumer behaviour theories and an extensive literature review. Design: This research work is based on secondary sources which are collected from academic journals, newspapers, case studies, and internet searches. Postulates and the influencing variables to consumers' intention to mitigate food waste in restaurants are developed using the focus group interaction. Findings: The study explores the postulates affecting consumers' intention to reduce food waste in restaurants by extensively reviewing empirical theories. Through the development of a conceptual model evaluation, the factors associated with the study were awareness, food quality, environmental concern, attitude, and subjective norms system, which impact consumers' behavioural intention toward food waste mitigation in restaurants. Originality: As the conceptual model was being developed, the research study identifies several postulates with the assistance of several models and theories related to consumer behavioural intention and discusses several factors that influence consumer intention in mitigating food waste in restaurants. Paper Type: Review of literature for the development of the conceptual framework.

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Factors Influencing Customer Repurchase Intention in the Fast Food Industry. A Case Study of Innscor Mutare, Zimbabwe

Cited by 9 publications

References 9 publications

I trust friends before I trust companies: The mediation of WOM and brand love on psychological contract fulfilment and repurchase intention

I trust friends before I trust companies: The mediation of WOM and brand love on psychological contract fulfilment and repurchase intention

Determinant factors of consumers choice of formal full service restaurants in Ghana

Consumers’ Intention toward Mitigation of Plate Waste Behaviour in Restaurants – Development of Conceptual Model

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