Lining up for quick service—The business impact of express lines on fast-food restaurant operations

This article explores how waiting times at a fast-food restaurant can be modified. Toward the end of the article, a simulation model is proposed which examines queuing times in three different line scenarios based on the number of meal sets ordered. Data were collected using on-site observations of customer arrivals, waits, and service provision in a fast-food restaurant. Simulations were run via Simul8. Analysis was done using analysis of variance, as well as post-hoc tests. It was found that the waiting line configuration, arrival rate, and demand distribution all have significant impacts on average queuing time and weighted value.     

Customer perceptions of “McService”’: Relationship with return intention

The fast-food restaurant segment has been a dominant player in the restaurant industry since the 1960s. The recent changes in the needs and wants of guests have affected fast-food restaurants' ability to keep up with the trends regarding healthy and high-quality food options served at reasonable prices. The service quality perceptions assessed in this study were divided into the following constructs: overall experience, employees, ordering process, receiving order, and food quality. The results determined that the construct that influenced repeat intention was food quality, specifically the individual items “fresh food” and “food taste.” The study also found that males tended to evaluate employees more positively than females. Moreover, frequent fast-food diners only tended to have favorable perceptions with regard to the overall ordering process. Implications for practitioners and suggestions for future studies are discussed.     

The Influence of Store Image on Store Loyalty in Hong Kong's Quick Service Restaurant Industry

ABSTRACT

Studies considering links between store image and store loyalty, especially in an Asian context, are sparse. This article explores the relationship between store image and store loyalty in the Hong Kong fast-food industry. A survey of 200 users of fast-food restaurants revealed that functional attributes of store image are more accurate than psychological attributes when predicting the degree of store loyalty. Functional attributes of particular importance are waiting time for a seat, store environment and store location. However, some psychological attributes have an influence on store loyalty. Furthermore, the findings show that the more favorable the store image, the more likely consumers are to consume in a particular restaurant.     

Segmenting Dissatisfied Restaurant Customers Based on Their Complaining Response Styles

ABSTRACT

This study attempts to segment dissatisfied restaurant customers based on their complaining response styles and to identify socio-demographic variables that discriminate those segments. Findings suggest the presence of two customer clusters with distinct response styles; namely “talkers” and “voicers.” The results indicate that all restaurant customers respond to a dissatisfactory dining experience. Most of them utilize multiple responses to dissatisfaction. Of the demographic variables examined, only dining out frequency and marital status were found to be potent variables.     

Influence of price and brand image on restaurant customers’ restaurant selection attribute

The study examines the influence of price and brand image on three major restaurant quality attributes (ambiance, food quality, and service quality). A total number of 363 cases from the survey were used to assess the proposed model for structural equation modeling. The results of this study indicated that brand image significantly affected customers’ restaurant attribute preference. Living status (residents vs. tourists) partially affected customers’ restaurant attribute preference. This study provides valuable information about restaurant customers’ preferences. The results also demonstrate how restaurant operators attract new customers and retain existing customers by improving their ambiance, food, and service quality.     

Perceived Importance Factors of Restaurants in Relation to University Customers' Demographic Characteristics

Abstract

This research examines the attributes which influence customers' decisions to return to a restaurant for another meal. Quality of food was rated as the most important attribute, followed by quality of service, cost/value of the meal, and ambiance of the restaurant. Nutritional value was rated as the least important attribute. Male customers did not rate the attributes differently from the female customers.     

Are Variety-Seekers Bad Customers?

SUMMARY

Variety-seeking behavior occurs if customers derive utility from a change of service providers. It has negative consequences for the firm's profits, because it functions as a moderating factor in the relationship of customer satisfaction and customer loyalty. Even by offering high service quality variety-seekers cannot be retained. Therefore variety-seekers are often seen as “bad” customers, because they are not loyal to the firm. This article will show variety-seeking behavior in a more positive light. Variety-seekers are satisfied customers and therefore they are likely to engage in positive word-of-mouth communication. Recommendations will help to attract new customers and thus increase profits.     

The Effects of Coupon Promotion on Repeat Visits in Restaurants

Abstract

Will customers' intention to return to a restaurant increase with coupon promotion? To answer this question, this study examines the hypothetical effects of coupon promotion on return visits to restaurants. Based on a literature review, three hypotheses were developed to test the effect of a coupon, its face value, and a patron's prior dining experience on return intention. The authors found that neither coupon use nor coupon face value contributed to explaining respondents' return intentions. However, repeat customers have a greater likelihood of returning to the restaurant than new customers. The study also showed that the quality of food and service were key indicators of return intention.     

Understanding Mature Customers in the Restaurant Business

Summary

The study reported here examined die differences between intangible service experiences of mature and younger customers in quick-service, casual, and fine-dining restaurants. The authors used ten unpleasant service experiences to identify the significant experiences that can impede satisfaction in three types of restaurants. No unpleasant service experiences were significant for either mature or young customers. However, in the casual dining restaurants, the (1) lack of product knowledge and (2) inattentive servers created significantly unpleasant service experiences for mature customers. In the quick service restaurant, the (1) lack of product knowledge, (2) inattentive servers, (3) rudeness, and (4) lack of cleanliness produced significantly unpleasant service experiences which in turn impeded the satisfaction for the mature customer. The reasons for these findings are discussed, and the authors suggest that the restaurant industry pay more attention to the mature population in order to increase both customer satisfaction levels and profits. A literature review precedes a discussion of the characteristics and service requirements of mature restaurant customers.     

Consumer Perceptions of Kosher Products

ABSTRACT

The demand for kosher food has grown markedly during recent years, largely due to their perception as healthier, “safer,” more nutritionally enhanced value, and improved hygienic preparation conditions. This perception was verified by a survey conducted in Israel with 440 respondents. Both groups, younger and older age, secular and religious people, perceive the term kosher in a beneficial light, affecting the public view of food products as well as fast-food outlets. The survey, which was conducted in Israel, could be utilized as a pilot furnishing and facilitate a basis for further studies in other countries. The data highlights the vast market potential entailed in improving consumer perception of overall quality. Given the elevated perceived image of kosher food as “healthier” and of an enhanced quality, this study provides an essential marketing tool and detailed information in order to enable both manufacturers and retailers to expand the kosher segment and corner a larger share of the food market.     

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.     

Restaurant Patronage and the Ethnic Groups in Singapore

ABSTRACT

The purpose of this study was to assess the restaurant patronage practices (food habits) of three major ethnic groups (Chinese, Malays, and Indians) of Singapore. A total of 390 questionnaires were distributed. In spite of major cultural, socio-economic and religious differences, the three ethnic groups have common food habits while eating out. Eating at theme restaurants is not popular across the three ethnic groups. Among the ethnic groups under consideration, the food habits while eating out differed from the food habits of those groups while eating at home. The study indicated that all three ethnic groups eat out regularly. Chinese patronize quick service restaurants more frequently than the other ethnic groups. Chinese and Indians patronize “Hawker centers” more often than the Malays. Perception of nutrition and gender has very little affect on food habits while eating out. The obtained results partially supported the Barker's model.     

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.     

The influence of the DinEX service quality dimensions on casual-dining restaurant customers’ satisfaction and behavioral intentions

The following empirical study examines the effects of specific service quality dimensions from the DinEX model on customers’ satisfaction and behavioral intentions. The originality of DinEX over other restaurant service quality instruments is primarily its focus on dimensions such as social connectedness and homophily, which represent social constructs that portray an internal sense of belonging and the tendency for people to affiliate with similar others. A self-administered questionnaire was distributed in an independent casual-dining restaurant located in the southeastern United States and a sample of 209 respondents was obtained. Results show that food healthfulness and food quality have an influence on customers’ satisfaction, which in turn affects their behavioral intentions. The implications for practitioners are discussed in detail.     

Dineserv: A tool for measuring service quality in restaurants

If it's true that restaurant customers vote with their feet (and pocketbooks) when a restaurant doesn't measure up to their standards, how does a restaurant operator determine what guests think of the operation? To gauge consumers' opinions before they desert in droves, a restaurant operator can use the reliable questionnaire, called “Dineserv,” described here.     

Chatbots in retailers’ customer communication: How to measure their acceptance?

Currently, online retailers evaluate whether chatbots—software programs that interact with users using natural languages—could improve their customers' satisfaction. In a retail context, chatbots allow humans to pose shopping-related questions and receive answers in natural language without waiting for a salesperson or using other automated communication forms. However, until now, it has been unclear which customers accept this new communication form and which factors determine their acceptance. In this paper, we contrast the well-known technology acceptance model (TAM) with the lesser known uses and gratifications (U&G) theory, applying both approaches to measure the acceptance of the text-based “Emma” chatbot by its target segment. “Emma” was developed for the prepurchase phase of online fashion retailing and integrated into Facebook Messenger by the major German online retailer Zalando. Data were collected from 205 German Millennial respondents in a usability study. The results show that both utilitarian factors such as “authenticity of conversation” and “perceived usefulness,” as well as hedonic factors such as “perceived enjoyment”, positively influence the acceptance of “Emma”. However, privacy concerns and the immaturity of the technology had a negative effect on usage intention and frequency. The predictive power of both models was similar, showing little deviation, but U&G gives alternative insights into the customers’ motivation to use “Emma” compared to the TAM.     

Consumer Preferences for Locally Produced Food Ingredient Sourcing in Restaurants

Increasing restaurant supply chain participants’ knowledge of consumer preferences toward the use of locally produced ingredients in restaurants may provide insight into a valuable marketing opportunity. This study uses conjoint analysis to evaluate consumers’ locally produced ingredient preferences relative to two other key restaurant attributes (the price of the dining experience and restaurant type). Results suggest that, for one fifth of surveyed restaurant consumers, a restaurant’s practice of “buying locally” is the primary restaurant attribute of importance. The implications of these results for supply chain providers (e.g., producers, manufacturers, and food service distributors) are discussed.     

Attitudes of Korean College Students Towards Quick-Service,Family-Style,and Fine Dining Restaurants

Abstract

A research instrument was developed to identify attitudes of Korean college students towards quick-service, family-style, and fine dining restaurants. Of the 350 questionnaires distributed, 292 (83%) were returned and usable. Respondents had the most positive attitudes toward fine dining restaurants, followed by quick service and family-style restaurants. Family-style restaurants, however, were most frequently patronized by respondents for their regular meals. “Good taste” was found to be the determining factor in selecting a restaurant for regular meals among Korean college students. Implications for Korean restaurant operators, researchers, and restaurant operators in other countries were provided.     

Dining Chinese

Abstract

With the growing popularity and consumption of Chinese cuisine, it is crucial for restaurateurs to acquire knowledge of consumer expectations and dining satisfaction. The purposes of this study were: to determine patrons' perceptions and attitudes Chinese restaurant dining and to determine if there is a difference between diners of Chinese descent, other Asians, and all other patrons with regard to their expectations concerning dining at Chinese restaurants. A structured questionnaire was used to determine the dining preferences of 192 customers of eight full service Chinese restaurants. The results indicated that slightly over 60% of the respondents considered themselves to be knowledgeable of Chinese regional cooking. Fifty-one percent of the respondents felt that the food in the restaurants was similar to the food prepared in restaurants in China, Hong Kong, and Taiwan; however, 53% said the food was adjusted for American taste. Over 63% of the respondents wanted the restaurant to appear somewhat authentic. It was found that there were no significant differences between the subgroupsstudiedonthe questions.     

Service Quality Perceptions of Foreign Direct Investors

ABSTRACT

In this article, the potential disparity between foreign direct investment (FDI) clients' service quality expectations and the actual service experienced (Gap 5) and how these impacts FDI inflows are investigated. Methodological triangulation encompassing quan-titative and qualitative methods is used. Contrary to the quantitative findings, the qualitative findings indicate that Gap 5 exists among the FDI clients. This is the first time the service quality model (performance-based construct) has been used to study FDI issues. Rather than applying the predominant “inside-out” mindset, the model adopts an “outside-in” mindset that uses perceived (actual) service as a reference point for clients' evaluation of service quality.