Intention to Purchase at a Fast Food Store: Excitement, Performance and Threshold Attributes

Thaichon, Park; Quach, Sara; Surachartkumtonkun, Jiraporn

doi:10.14707/ajbr.190057

Cited by 7 publications

(4 citation statements)

References 41 publications

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“…Customers will be satisfied if the restaurant can keep its promises and go above and beyond expectations (Carvalho and Alves, 2022). Hence, customer satisfaction is a term used to describe how effectively a product or service meets a customer's expectations in general (Thaichon et al, 2019). Numerous studies have shown that value and enjoyment are significantly correlated (Cronin et al, 2000;Nejati and Moghaddam, 2013;Wu, 2013;Yuan and Wu, 2008).…”

Section: Customer Orientation and Customer Valuementioning

confidence: 99%

The role of customer orientation in creating customer value in fast-food restaurants

Helal

2022

JHTI

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PurposeScholars and professionals are interested in studying customer value in fast-food restaurants. Previous research on the customer value of fast-food restaurants mainly measured the dimensions and relationships of the customer value. However, the research has not examined a method for identifying sources of customer value in fast-food restaurants. Therefore, this study used customer orientation to find customer needs and generate customer value in fast-food restaurants.Design/methodology/approachThis study presents a conceptual framework with six constructs. A questionnaire was used to gather empirical data from fast-food restaurant customers in Greater Cairo, Egypt. The suggested framework was evaluated using confirmatory factor analysis, reliability and validity analysis, standardized path coefficients and regression-based moderation analysis.FindingsThis study found that proactive customer orientation has a substantial direct and positive impact on customer perceived value. Customer perceived value is also positively influenced by responsive and proactive customer orientations, with customer desired value change intensity acting as a moderator. Customer perceived value substantially impacts customer satisfaction, and the latter substantially affects behavioural intention.Practical implicationsThis study offers several suggestions for managers of fast-food restaurants on how to employ customer orientation to find current, latent and future customer desires to provide customer value.Originality/valueThis is the first research in the hospitality industry to demonstrate how responsive and proactive customer orientation may be used to recognize customer needs and provide the desired customer value.

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Section: Customer Orientation and Customer Valuementioning

confidence: 99%

The role of customer orientation in creating customer value in fast-food restaurants

Helal

2022

JHTI

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“…Furthermore, it was noted that as consumers become more experienced, most of them care less about new products and fail to search for them because they do not want to look for new alternatives, so they have poor attitudes toward new items. Knowledge of various products can be used to strengthen a company in this way [8]. Written material is studied for various purposes, such as gaining knowledge of sports and medical facilities, but knowledge of fast food has not been studied the same way.…”

Section: Background Of the Studymentioning

confidence: 99%

Purchasing Intentions toward Fast Food: The Mediating Role of Consumer Attitudes toward Fast Food

Xue

Zhang

Rasool

et al. 2021

Journal of Food Quality

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We highlight the role of fast food awareness and the features affecting the intentions of individuals buying it. The fast food industry is developing rapidly, opening new doors for various stakeholders. The objective of the study is to identify the impact of knowledge of fast food on the desire to buy fast food, study its impact on fast food purchasing intentions, and uncover the effect of fast food attitudes on consumers’ purchasing intentions and intention patterns. Several studies discuss the factors prompting fast food purchases, but convincing findings have not been reported. The previous research did not disclose some significant variables influencing consumers’ fast food-related decisions, namely, knowledge and uniqueness-seeking qualities. The existing studies are centered on connections between facts about fast food and unique consumer traits (independent variables), attitudes toward fast food (mediator), and fast food purchasing expectations (dependent variable). The mediator between attitudes toward fast food and fast food purchasing intentions is family structure. In previous studies, the variables and connections were examined from a different perspective. The study’s data were collected through a questionnaire, and 279 consumers frequenting well-known shops in Pakistan were sampled. To provide statistical evidence, exploratory factor analysis, confirmatory factor analysis, and multigroup moderations were performed. Knowledge of fast food and uniqueness-seeking characteristics were relevant both directly and through mediation when predicting fast food purchasing intentions. The hypothesized direction between attitudes toward fast food and fast food purchases was also significantly moderated by family structure. This study is the first of its kind and helps identify the fast food purchasing behaviors of consumers in developing countries. The shift from joint family systems to a nuclear family model is a particularly important change in the social experience of food.

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“…Produk menurut P. Kotler et al (2022) menyatakan bahwa produk adalah segala sesuatu yang dapat ditawarkan kepasar untuk memuaskan keinginan atau kebutuhan. Penekanan besar diberikan pada pengembangan hubungan jangka Panjang dengan pelanggan dalam pemasaran, sehingga menciptakan kepercayaan, komitmen, dan loyalitas (Levy & Hino, 2016) (Thaichon et al, 2019). Konsep keterikatan merek emosional, ikatan perilaku, dan keyakinan kognitif yang mendukung (Korhonen et al, 2018).…”

Section: Pendahuluanunclassified

Peran Mediasi Loyalitas Sikap, Komitmen Dan Kepuasan Pelanggan Dalam Hubungan Antara Keterikatan Merek Emosional Dengan Sikap Terhadap Perluasan Merek

Putri,

Anwar

2023

jbhi

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Penelitian ini bertujuan untuk menganalisis pengaruh variable eksogen keterikatan merek emosional, variable endogen sikap terhadap perluasan merek dan loyalitas sikap, komitmen, kepuasaan pelanggan sebagai variable mediasi. Objek penelitian ini adalah smartphone Asus dengan sampel sebanyak 201 responden. Teknik analisis data dalam penelitian ini menggunakan Structural Equation Modeling (SEM) dengan alat analisis AMOS 21. Berdasarkan hasil penelitian menunjukkan bahwa keterikatan merek emosional berpengaruh positif dan signifikan terhadap loyalitas sikap, keterikatan merek emosional berpengaruh positif dan signifikan terhadap komitmen, keterikatan merek emosional berpengaruh positif dan signifikan terhadap kepuasan pelanggan. Selanjutnya, loyalitas sikap berpengaruh positif dan signifikan terhadap sikap pada perluasan merek, komitmen berpengaruh positif dan signifikan terhadap sikap pada perluasan merek, kepuasan pelanggan berpengaruh positif dan signifikan terhadap sikap pada perluasan merek. Selanjutnya adalah loyalitas sikap memediasi hubungan antara keterikatan merek emosional dan sikap terhadap perluasan merek, komitmen memediasi hubungan antara keterikatan merek emosional dan sikap terhadap perluasan merek dan terakhir kepuasan pelanggan memediasi hubungan antara keterikatan merek emosional dan sikap terhadap perluasan merek. This study aims to analyze the influence of exogenous variables of emotional brand attachment, endogenous variables of attitudes towards brand expansion and loyalty attitudes, commitments, customer satisfaction as mediating variables. The object of this study was an Asus smartphone with a sample of 201 respondents. The data analysis technique in this study used Structural Equation Modeling (SEM) with the AMOS 21 analysis tool. Based on the results of the study shows that emotional brand attachment has a positive and significant effect on attitude loyalty, emotional brand attachment has a positive and significant effect on commitment, emotional brand attachment has a positive and significant effect on customer satisfaction. Furthermore, attitude loyalty has a positive and significant effect on attitudes to brand expansion, commitment has a positive and significant effect on attitudes to brand expansion, customer satisfaction has a positive and significant effect on attitudes to brand expansion. Next is loyalty attitude mediates the relationship between emotional brand attachment and attitude towards brand expansion, commitment mediates the relationship between emotional brand attachment and attitude towards brand expansion and finally customer satisfaction mediates the relationship between emotional brand attachment and attitude towards brand expansion.

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Intention to Purchase at a Fast Food Store: Excitement, Performance and Threshold Attributes

Cited by 7 publications

References 41 publications

The role of customer orientation in creating customer value in fast-food restaurants

The role of customer orientation in creating customer value in fast-food restaurants

Purchasing Intentions toward Fast Food: The Mediating Role of Consumer Attitudes toward Fast Food

Peran Mediasi Loyalitas Sikap, Komitmen Dan Kepuasan Pelanggan Dalam Hubungan Antara Keterikatan Merek Emosional Dengan Sikap Terhadap Perluasan Merek

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