Customer satisfaction and fast-food restaurants: an empirical study on undergraduate students

Le, Thi My Hanh; Nguyen, Van Ky Long; Nguyen, Thi Thanh Huong; Vu, Khoa Nguyen

doi:10.1080/15378020.2022.2056396

Cited by 6 publications

(16 citation statements)

References 79 publications

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“…This result reveals that fast-food restaurant customers noticed that due to the rapid changes in the restaurant industry, fast-food restaurants devote significant resources to researching and finding customers' hidden desires (Ahn and Kwon, 2021). Also, fast-food restaurants examine trends to forecast future customer needs (Le et al , 2022). Hence, these findings demonstrate the effectiveness of customer orientation dimensions in identifying the customers' changing needs, making it a practical method for fast-food restaurants to recognize customer demands and provide customer value in the context of change (Sun and Zhang, 2021).…”

Section: Discussionmentioning

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: Discussionmentioning

confidence: 99%

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

Helal

2022

JHTI

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“…Several researchers have identified a positive relationship between a restaurant's PE and CS (Han and Ryu, 2009;Ha and Jang, 2012;Jeong et al, 2022;Le et al, 2023), confirming that customers who perceive a comfortable physical ambiance inside a fast-food restaurant are the ones who mostly feel satisfied (Ing et al, 2020). They are also more predisposed to pay more for the food provided and buy it again (Se-Hak and Nyam-Ochir, 2020;Singh et al, 2022).…”

Section: Physical Environmentmentioning

confidence: 90%

“…Academic contributions about PQ within fast-food are extensive, and over time, the relationship between PQ and CS has been established (Chai et al, 2009;Ha and Jang, 2010;Rashid et al, 2014;Namin, 2017;Carranza et al, 2018;Shahzadi et al, 2018;Zhong and Moon, 2020;Singh et al, 2021;Abughoush et al, 2023;Ahmed et al, 2023). However, according to Le et al (2023), there is still a need to understand the impact of food quality on fast-food customer satisfaction, especially in developing economies. Therefore, the following hypothesis is proposed below.…”

Section: Product Qualitymentioning

confidence: 99%

“…According to Se-Hak and Nyam-Ochir (2020) restaurant ambience is influenced by several factors, such as interior design, temperature, cleanliness, music, and table layout. Elements that allow generating a pleasant atmosphere and the improvement of the perception about the establishment, leading the customer to generate positive comments, and improving loyalty towards fast-food restaurants (Namkung and Jang, 2007;Uddin, 2019;Singh et al, 2022;Le et al, 2023).…”

Section: Physical Environmentmentioning

confidence: 99%

“…The current competitive environment requires every industry to focus its efforts on increase the CS (Uddin, 2019;Singh et al, 2023). Therefore, the CS has become one of the most interesting topics in the fast-food research customers field (Carranza et al, 2018;Hidayat et al, 2019;Rajput and Gahfoor, 2020;Singh et al, 2022;Ahmed et al, 2023;Li et al, 2023), because satisfied customers have a significant impact on the profitability and growth of a company (Le et al, 2023). According to Ahmed et al (2023), the CS refers to the assessment or the degree of compliance with customers' expectations regarding a service or product delivered by an organization.…”

Section: Customer Satisfactionmentioning

confidence: 99%

See 2 more Smart Citations

Exploring the moderating effect of brand image on the relationship between customer satisfaction and repurchase intentions in the fast-food industry

Veas-González,

Carrión-Bósquez,

Serrano-Malebran

et al. 2024

BFJ

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PurposeThis study aimed to determine whether the brand image of fast-food restaurants moderates the relationship between satisfaction and loyalty among Chilean customers.Design/methodology/approachThe study was conducted using a structural equation modeling approach and involved a sample of 1,000 fast-food customers who were surveyed through nonprobabilistic sampling with a questionnaire consisting of 21 items. The instrument underwent validation by a panel of experts, and the results obtained were processed using the statistical software Smart PLS4. Convergent validity, discriminant validity and the structural model were tested to assess the acceptance or rejection of the proposed hypotheses.FindingsThe results of the research indicate that product quality, service quality and physical environment are crucial factors influencing customer satisfaction and shaping customer loyalty. However, it was found that brand image does not moderate the relationship between satisfaction and loyalty in fast-food consumption.Originality/valueThe present study contributes to the field of knowledge on fast-food consumption behavior and unveils findings that help fill knowledge gaps regarding the influence of restaurant brand image on the relationship between satisfaction and consumption loyalty. Thus, it demonstrates that, for certain customers, the brand becomes an irrelevant factor for their consumption loyalty as long as the restaurant offers product quality, excellent service and a pleasant physical environment.

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Sensory versus personal environment as antecedents of the creative food tourism experience

Molina-Collado,

Santos-Vijande,

Gómez-Rico

et al. 2024

International Journal of Hospitality Management

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Customer satisfaction and fast-food restaurants: an empirical study on undergraduate students

Cited by 6 publications

References 79 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

Exploring the moderating effect of brand image on the relationship between customer satisfaction and repurchase intentions in the fast-food industry

Sensory versus personal environment as antecedents of the creative food tourism experience

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