Revisiting customers' perception of service quality in fast food restaurants

This research is an extension to previous work in fast food restaurant marketing. The population of this research consists of actual fast food restaurant customers. Following the literature, data are analyzed using Confirmatory Factor Analysis, Structural Equation Modeling, and Path Analysis. Findings of this work identify factors impacting customer satisfaction, as well as dimensions of service quality and their rankings in the fast food restaurant context. Results indicate that there is no direct way of increasing behavioral intentions through improving service quality for fast food restaurants. Rather, behavioral intentions can be improved through customer satisfaction as an intermediary. Further, this work finds evidence that customer satisfaction can be improved through service quality, food quality, and price-value ratio, which in turn would pave an indirect path toward improvement in behavioral intentions in this industry. Results of this research shed light on prioritizing managers’ focus and resource allocation for customer satisfaction and different dimensions of service quality and can be used by fast food restaurant managers to set guidelines and strategies in providing better service to their customers.     

An Evaluation of Fast Food Restaurant Satisfaction

Abstract

The researchers interviewed 300 customers of a fast food restaurant. The respondents indicated that quality, cleanliness and value are the three most important attributes of a fast food restaurant. The study reported the respondents' ratings of competitive brands. Cross-tabulations of satisfaction rating by various customer traits are provided.     

Cultural resistance to fast‐food consumption? A study of youth in North Eastern Thailand

Increased intake of saturated fat and refined sugars underlies much of the problem of emerging obesity all over the world. This includes middle-income countries like Thailand, which are subject to successful marketing of Western fast foods especially targeted at adolescents. In this study we explore the socio-cultural influences on fast-food intake for non-metropolitan (rural and urban) adolescents in North East Thailand (Isan). Our questionnaire sample included 634 persons aged 15-19 years who are in and out of formal schooling and who are randomly representing upper, central and lower Isan. All were asked about their knowledge of fast-food health risks and their attitudes towards, and consumption of, fast food and traditional food. As well, we used several focus groups to obtain qualitative data to complement the information derived from the questionnaire. Some three quarters of sampled youth were aware that fast food causes obesity and half knew of the link to heart disease. About half consumed fast food regularly, induced by the appeal of 'modern' lifestyles, social events and marketing, as well as by the convenience, speed and taste. Nearly two-thirds thought that local foods should be more popular and these beliefs were more likely to be found among children from educated and urban families. Local foods already constitute a cultural resistance to fast-food uptake. We propose several methods to boost this resistance and protect the youth of Thailand against fast food and its many adverse health consequences.     

Background music tempo effects on food evaluations and purchase intentions

This article is a report of results of three studies investigating effects of fast versus slow background musical tempo on physiology, cognition, and emotions. Two pilot studies first measure consumer perceptions of tempo. In Studies 1 and 2, participants view a short video restaurant advertisement featuring fast or slow background music along with illustrations of food items. Results indicate that fast music is more effective than slow music for evoking positive taste expectations and purchase intentions. Study 3 shows that the effects observed in Studies 1 and 2 occur because fast music enhances self-reported arousal levels that then lead to enhanced moods, taste expectations, and purchase intentions. Theoretical implications regarding effects of music on emotional responses are discussed, as are practical managerial implications for using fast music as a persuasive technique.     

The Tempo and Cooking Sound of a Gourmet Hamburger

Hamburger is the spontaneous product image that comes to mind for a quick service restaurant. However, current consumer trends are reshaping the idea of fast-food including some gourmet food parameters. Consumers’ preferences are changing as they are aware of the product they are eating, quality and preconsumption practices. The methodology for this study consist of a 2 (fast/slow tempo) x 2 (sizzling sound/not) between group experimental design that takes place in Colombia (South-America). It evaluates the influence of sound (music and cooking) on the conceptual identity of a restaurant. Results show that the express concept increases with fast tempo music and the gourmet concept increases with cooking sound. Moreover, the sizzling sound lowers the perception of express for a hamburger restaurant. Findings demonstrate the importance of taking care of ambient sounds, designing or controlling them, aiming for consistency with the brand concept.     

Partnering with Parents: Suggestions for Food Marketers and Retailers in the Ongoing Childhood Obesity Debate

Few scholarly research studies and governmental reports have focused on parents' opinions regarding food and beverage marketing toward children and their thoughts as to what can be done to empower them in the childhood obesity debate. The current study represents a missing link in traditional childhood obesity research by identifying the possible contribution of food retailers in helping struggling parents with the issue at hand. Results of an online survey conducted among 282 parents of 6–11-year-olds reveal that parents are looking for partnerships between food marketers and retailers in future promotional endeavors.     

Simulation Study on the Queuing System in a Fast-Food Restaurant

Abstract

The fast-food industry has experienced prosperous growth over the last three decades. In fast-food operations, the term “fast” refers to “quickservice.” The customers coming to a fast-food restaurant do not expect to wait for a long time to receive the food service. The waiting time for customers to receive the food service becomes one of the key quality characteristics in a fast-food restaurant. However, waiting lines always exist in a fast-food restaurant during peak hours. In this article, a simulation model is built to study the queuing system in a fast-food restaurant, which is located in the downtown area of the city of Touliu, Taiwan. From the results of the study, the manager of the restaurant should recruit another server during peak hours such that the customers' waiting time can be reduced. Meanwhile, the validation procedure for a simulation model is also briefly reviewed in this article.     

Eating out,nutrition, education and the consumer: a case study from Alabama

Increasingly, there is agreement that the hospitality industry, particularly the restaurant sector, can significantly impact people's eating behaviour. This impact includes the nutritional intake of meals many restaurants sell that may lead to problems such as the growing obesity epidemic. This preliminary study investigates consumers' attitudes towards their eating out experience as it relates to their reasons for eating out and the importance that nutrition may place in their experience when eating out. Findings suggest differences in consumer attitudes towards these issues based on their gender, educational achievement level and type of restaurant they frequent. Nutritional awareness and education strategies do not appear to be reaching groups that are more exposed and/or more prone to unhealthier food consumption. Overall, consumers do not seem interested in education or involvement in healthier consumption.     

Book Reviews

This study examines whether the restaurant food expenditure patterns of two-earner Canadian households are consistent with a hypothesis that restaurant meals are convenience rather than luxury items. Results of the study indicate a positive relationship between the proportion of total food expenditures allocated to discretionary restaurant meals and the wage rates (value of time) of both the household head und spouse and a negative relationship between proportionate restaurant food expenditures and unearned income. Both results support the hypothesis. The study also examines relationships between proportionate restaurant food expenditures and a set of household characteristics variables.     

Sodium content in fast foods: assessment of menu items in selected countries

This study was designed considering the ubiquitous presence of sodium in restaurant menus, the rapid growth of U.S. fast food operations globally, the impact of fast food on human health, and recent legislative steps to label sodium content. A strong correlation was found between calories and protein content versus sodium contents. Similar brand named menu items had different nutrient and sodium content in selected countries. When portion sizes of meat and cheese are controlled sodium can be reduced without sacrificing the flavor of the foods and in addition reducing the calories provided by selected menu items.     

Food or ‘virtual’ food? The construction of children's food in a global economy

This paper explores the pattern of change and development in the marketization and reconstitution of food products for children. It is in the past few decades that global corporations’ search for new markets has come to focus intensely on children. In the eyes of global corporations, children are a huge, multibillion dollar market. Childhood may be understood as a social construction but its form is historically specific. At present, the market is defining and reconstituting cultural meanings of childhood without being contested by other significant groups in society. The paper goes on to explore how transnational corporations have transformed the production and marketing of food. The paper discusses the food risks and the challenges faced by the fast food industry which specifically targets children. The reconstitution and the rebranding of popular children's food is producing ‘virtual’ food rather than real food. We live in an era where childhood offers untold opportunities in the northern hemisphere. However, the global market has come to dominate and define the social construction of childhood. Other cultural forms of identity outside of consumerism are not making the same impression. The food risks associated with the global processing of food and the health risks that have been linked to these new food forms ultimately has consequences not only for children but for society as a whole.     

A Study of Factors Affecting Tip Size in Restaurants

Abstract

This study was undertaken to gain understanding of the tipping phenomenon in restaurants. The study reviews the phenomenon of tipping and the accompanying characteristics that determine the gratuity amount of consumers. An understanding of the relationship between tip size and factors such as food quality and level of service will help to determine what areas restaurant personnel should focus on to enhance customer satisfaction and facilitate those working in the restaurant industry. In this study, the researchers tested the hypothesis that the greater the tip size, the more satisfied the customer is with the food quality and service provided by server. The other hypothesis tested was: The greater the tip size, the greater the likelihood of a return patronage. Data were collected at a restaurant in Houston, Texas. This analysis found a strong relationship between tip size and service provided by server and return intentions, but did not find a significant relationship between tip size and food quality.     

Multi-Attribute Dimensions of Service Quality in the Fast Food Restaurant Industry

Abstract

As the fast food restaurant industry grows in the Western industrialized world, it has also become increasingly competitive. In such an environment, marketers are concerned about how to increase or maintain market share through better service quality and effective segmentation strategies. This paper reports a two-phase exploratory study conducted to determine the dimensions of service quality in the fast food industry, from the consumer's perspective. Factor analysis revealed 10 dimensions made up of 57 different attributes. The 10 dimensions were able to discriminate among three groups of fast food patrons, namely: frequent, less frequent, and more frequent patrons. Managerial implications of these findings, for market segmentation, targeting, positioning, and promotional strategies are discussed.     

The Effect of Demographic,Economic, and Nutrition Factors on the Frequency of Food Away from Home

Food away from home, especially fast food, is often cited as contributing to obesity and other nutritional problems. This negative publicity can affect demand. Models explaining visits to table service and fast food restaurants are estimated, with nutrition variables added to standard demographic measures. Demographic effects are similar to those in past studies. Nutrition factors have little impact on table service, but nutrition‐orientated consumers tend to have lower fast food consumption.     

A Study of Factors Influencing Parental Patronage of Quick Service Restaurants

Summary

This study identified factors influencing parental quick service restaurant patronage. Results indicated that parents are influenced to patronize quick service restaurants most often by speed of service, menus that offered their childrens' favorite food items, and parents' lack of time for meal preparation at home. Children preferred French fries, pizza, hamburgers, cheeseburgers, and chicken nuggets at quick service restaurants. French fries, the favorite childrens' fast food menu selection, was ranked by respondents as one of the least healthy food items, while mashed potatoes, one of childrens' least favorite fast food menu selections, was perceived to be one of the healthier food selections by parents. Restaurateurs were encouraged to develop newer, healthier methods of preparing these popular menu items while offering more nutritious menu selections for children.     

Eating fast food: attitudes of high‐school students

Alarmingly consistent recent research shows that industrially produced foods such as fast food contain compounds that add to obesity and high cholesterol among young people. Less physical activity and a higher propensity to eat ready‐made food (in Sweden and internationally) have aggravated the health situation for the young generation. They also have become ‘addicted’ to sugar by the consumption of lemonade and other sweet drinks that are often served in conjunction with fast food. Food consumption patterns are highly cultural, and, once formed in early years, they become difficult to change. The findings of this study, which was based on a small sample of written accounts and transcribed interviews, indicate that high‐school students in Sweden are well aware of the good and bad attributes of fast food, such as: speed, convenience, fat and sugar. Clear differences in attitude were found between male and female students: female students view fast food in a broad food chain context, whereas male students concentrate on fast eating and satiety.     

The Atkins Diet Phenomenon: How the Low Carbohydrate Lifestyle Has Revolutionized the Consumer Behavior of American Dieters

Abstract

Examined are the impact of the Atkins diet on the American diet conscious consumer and its impact on the market for consumer oriented diet foods, specifically foods low in carbohydrates and high in protein. Focusing on the fact that studies continue to show that as many as 25% of the American population is clinically obese, at least 100 pounds overweight, the recent obsession with low carbohydrate foods has created entirely new food related markets, markets for consumers products that are significantly different from the traditional food markets that have existed in the past. This paper will address the impact that the Atkins phenomenon has had on groceries, soft drinks, restaurant offerings, beer, fast food and supermarket products. It will show how these industries have been forced to modify their product lines to incorporate an ever escalating consumer demand for low carbohydrate products or risk being left behind in the expanding $42 billion food industry.     

How do economic,cultural, and global-connectedness distances moderate the effect of customers’ experiences on their intention to revisit non-indigenous restaurants? Evidence from Korean restaurants

In this study, we evaluate how the effect of customers' experiences on revisit intention for non-indigenous restaurants can be moderated by economic distance (ED), cultural distance (CD) and global-connectedness distance (GD) between the country of origin for a given non-indigenous restaurant and the customer’s resident country. Surveys were conducted in seven countries across three continents, and the levels of ED, CD and GD between Korea and the seven countries were used as moderators. The findings suggest that the types of food and staff are two elements that should be emphasized in countries that are relatively close to Korea. Conversely, elements like the atmosphere of the restaurant and word of mouth should be emphasized in countries that have greater distances from Korea. Of the three distances considered in the study, GD had the strongest moderating effect on the relationship between customers’ experiences and their intentions to return to the restaurant. As a whole, the results imply that ED, CD and GD are important points of reference when considering prior experience while selecting a target country based on the strength of the restaurant’s experience management.     

The Foodservice Supplier's Sales Environment

ABSTRACT

This study is designed to assist small meat processors seeking to expand their sales volume. The analysis pertains to a procurement survey of 191 restaurants. Fifty-one different variables are analyzed by means of cross-tabulations among different restaurant groups. For example, three restaurant annual sales groupings (under $500,000, $500,000 to $2,000,000, and over $2,000,000) are used to examine which of these fifty-one restaurant variables significantly differ by group. Other cross-tabulations are also presented regarding dinner ticket price levels, management structure, and chain affiliation, respectively. Many significant differences are found to exist in terms of food quality, delivery methods, product types, and more. Small meat processors will be able to develop more effective sales growth strategies through gaining an understanding of such differences. This study should be of value to small food manufacturers interested in direct marketing to restaurants. For example, based on the general findings of this study, small food manufacturers should place greater emphasis on product quality rather than price when selling their products to larger restaurants since supply quality is of greater importance than cost to these restaurants.