Indian Journal of Marketing

Open Access Open Access  Restricted Access Subscription Access
Open Access Open Access Open Access  Restricted Access Restricted Access Subscription Access

Comparing Factors Influencing Loyal Consumption Behavior Towards Fast-Food Restaurants


Affiliations
1 Assistant Professor, Apeejay Institute of Management & Engineering Technical Campus, Ramamandi-Hoshiarpur Road, Jalandhar - 144 007, Punjab, India
2 Assistant Professor, Lyallpur Khalsa College Technical Campus, G.T. Road, Near Bus Stand, Jalandhar - 144 001, Punjab, India
     

   Subscribe/Renew Journal


Facing saturation back home, many global fast-food restaurants have enhanced their presence across tier 2 and tier 3 cities in India to increase their market. The factors that propelled this buoyancy include rapid urbanization, changing lifestyles, less switching costs, and a rise in annual middle-class spending, which has made this sector highly competitive for retaining customers’ loyalty. A comparative study of three fast-food multi-national brands was conducted to evaluate service performance vis-à-vis customer preference to predict the basis of loyal consumption behavior. For measuring the service performance, two MCDM approaches were integrated with SERVQUAL methodology, that is, AHP & TOPSIS. The paper involved the identification of service quality dimensions and sub-dimensions relevant to fast-food service and then generating weights using the AHP technique, and then finally, establishing the ranking using TOPSIS. The findings revealed that food quality, timely service, clean and hygienic environment, availability of all menu items, consistency of taste, price sensitivity, friendly dealing, and soothing ambiance are the factors that bring loyal consumption behavior.

Keywords

Service Quality, SERVQUAL,, Fat-Food Service, Loyal Consumption Behavior, AHP, TOPSIS.

Paper Submission Date : May 25, 2021 ; Paper sent back for Revision : February 12, 2022 ; Paper Acceptance Date : March 20, 2022 ; Paper Published Online : June 15, 2022.

User
Subscription Login to verify subscription
Notifications
Font Size

  • Bagla, R. K., & Khan, J. (2017). Customers' expectations and satisfaction with online food ordering portals. Prabandhan: Indian Journal of Management, 10(11), 31–44. https://doi.org/10.17010/pijom/2017/v10i11/119401

  • Bhutia, P. W., & Phipon, R. (2012). Application of AHP and TOPSIS method for supplier selection problem. IOSR Journal of Engineering, 2(10), 43–50. https://doi.org/10.9790/3021-021034350

  • Brady, M. K., & Cronin Jr., J. J. (2001). Some new thoughts on conceptualizing perceived service quality: A hierarchical approach. Journal of Marketing, 65(3), 34–49. https://doi.org/10.1509/jmkg.65.3.34.18334

  • Büyüközkan, G., & Çifçi, G. (2012). A novel hybrid MCDM approach based on fuzzy DEMATEL, fuzzy ANP and fuzzy TOPSIS to evaluate green suppliers. Expert Systems with Applications, 39(3), 3000–3011. https://doi.org/10.1016/j.eswa.2011.08.162

  • Carranza, R., Díaz, E., & Martín - Consuegra, D. (2018). The influence of quality on satisfaction and customer loyalty with an importance-performance map analysis: Exploring the mediating role of trust. Journal of Hospitality and Tourism Technology, 9(3), 380–396. https://doi.org/10.1108/JHTT-09-2017-0104

  • Chua Chow, C., & Luk, P. (2005). A strategic service quality approach using analytic hierarchy process. Managing Service Quality: An International Journal, 15(3), 278–289. https://doi.org/10.1108/09604520510597827

  • Cronin, J. J., & Taylor, S. A. (1992). Measuring service quality: A reexamination and extension. Journal of Marketing, 56(3), 55–68. https://doi.org/10.1177/002224299205600304

  • Cullen, F. (2005). Factors influencing restaurant selection in Dublin. Journal of Foodservice Business Research, 7(2), 53–85. https://doi.org/10.1300/J369v07n02_05

  • Dabholkar, P. A., Thorpe, D. I., & Rentz, J. O. (1996). A measure of service quality for retail stores: Scale development and validation. Journal of the Academy of Marketing Science, 24(1), 3–16. https://doi.org/10.1007/BF02893933

  • Grönroos, C. (1982). Strategic management and marketing in the service sector. Chartwell - Bratt.

  • Grönroos, C. (1984). A service quality model and its marketing implications. European Journal of Marketing, 18(4), 36–44. https://doi.org/10.1108/EUM0000000004784

  • Hsu, C. H., Byun, S., & Yang, I.-S. (1997). Attitudes of Korean college students towards quick-service, family-style, and fine dining restaurants. Journal of Restaurant & Foodservice Marketing, 2(4), 65–85. https://doi.org/10.1300/J061v02n04_05

  • Hwang, C.- L., & Yoon, K. (1981). Methods for multiple attribute decision making. In, Multiple attribute decision making. Lecture notes in economics and mathematical systems (Vol. 186). Springer. https://doi.org/10.1007/978-3-642-48318-9_3

  • Kim, H. J., McCahon, C., & Miller, J. (2003). Service orientation for contact employees in Korean casual-dining restaurants. International Journal of Hospitality Management, 22(1), 67–83. https://doi.org/10.1016/S0278-4319(02)00073-7

  • Kivela, J. J. (1997). Restaurant marketing: Selection and segmentation in Hong Kong. International Journal of Contemporary Hospitality Management, 9(3), 116–123. https://doi.org/10.1108/09596119710164650

  • Knutson, B., Stevens, P., Wullaert, C., Patton, M., & Yokoyama, F. (1990). Lodgserv: A service quality index for the lodging industry. Hospitality Research Journal, 14(2), 277–284. https://doi.org/10.1177/109634809001400230

  • Kotelnikov, V. (2008). Customer retention: Driving profits through giving lots of reasons to stay. www.1000ventures.com/business_guide/crosscuttings/customer_retention.html

  • Liu, P., & Tse, E. C.-Y. (2018). Exploring factors on customers' restaurant choice: An analysis of restaurant attributes. British Food Journal, 120(10), 2289–2303. https://doi.org/10.1108/BFJ-10-2017-0561

  • Markovic, S., Raspor Jankovic, S., & Dorcic, J. (2011). What are the key dimensions of restaurant service quality? An empirical study in the city restaurant settings. Available at SSRN. https://ssrn.com/abstract=2165742

  • Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1985). A conceptual model of service quality and its implications for future research. Journal of Marketing, 49(4), 41–50. https://doi.org/10.1177/002224298504900403

  • Prabhavathi, Y., Kishore, N. T., & Kumar, M. R. (2014). Consumer preference and spending pattern in Indian fast food industry. International Journal of Scientific and Research Publications, 4(2), 1–5.

  • Saaty, T. L. (1980). The analytic hierarchy process: Planning, priority setting. McGraw-Hill International Book, Co.

  • Saaty, T. L. (1989). Decision making, scaling, and number crunching. Decision Sciences, 20(2), 404–409. https://doi.org/10.1111/j.1540-5915.1989.tb01887.x

  • Saaty, T. L. (2012). Decision making for leaders: The analytic hierarchy process for decisions in a complex world (3rd revised edition). RWS Publications.

  • Sheldon, P. J., & Fox, M. (1988). The role of foodservice in vacation choice and experience: A cross-cultural analysis. Journal of Travel Research, 27(2), 9–15. https://doi.org/10.1177/004728758802700202

  • Sivathanu, B. (2017). Food marketing and its impact on adolescents' food choices. Indian Journal of Marketing, 47(8), 46–60. https://doi.org/10.17010/ijom/2017/v47/i8/117432

  • Slack, N. J., Singh, G., Ali, J., Lata, R., Mudaliar, K., & Swamy, Y. (2021). Influence of fast-food restaurant service quality and its dimensions on customer perceived value, satisfaction and behavioural intentions. British Food Journal, 123(4), 1324–1344. https://doi.org/10.1108/BFJ-09-2020-0771

  • Stevens, P., Knutson, B., & Patton, M. (1995). DINESERV: A tool for measuring service quality in restaurants. The Cornell Hotel and Restaurant Administration Quarterly, 36(2), 56–60. https://doi.org/10.1016/0010-8804(95)93844-K

  • Xue, D., Zhao, Q., & Guo, X. (2008, October). TOPSIS method for evaluation customer service satisfaction to fast food industry. In, 2008 IEEE International Conference on Service Operations and Logistics, and Informatics, 920–925. IEEE. https://doi.org/10.1109/SOLI.2008.4686530

  • Yildiz, S., & Yildiz, E. (2015). Service quality evaluation of restaurants using the AHP and TOPSIS method. Journal of Social and Administrative Sciences, 2(2), 53–61. http://dx.doi.org/10.1453/jsas.v2i2.233

  • Yüksel, A., & Yüksel, F. (2002). Market segmentation based on tourists' dining preferences. Journal of Hospitality & Tourism Research, 26(4), 315–331. https://doi.org/10.1177/109634802237482


Abstract Views: 153

PDF Views: 2




  • Comparing Factors Influencing Loyal Consumption Behavior Towards Fast-Food Restaurants

Abstract Views: 153  |  PDF Views: 2

Authors

Ajwinder Singh
Assistant Professor, Apeejay Institute of Management & Engineering Technical Campus, Ramamandi-Hoshiarpur Road, Jalandhar - 144 007, Punjab, India
Parul Nanda
Assistant Professor, Lyallpur Khalsa College Technical Campus, G.T. Road, Near Bus Stand, Jalandhar - 144 001, Punjab, India

Abstract


Facing saturation back home, many global fast-food restaurants have enhanced their presence across tier 2 and tier 3 cities in India to increase their market. The factors that propelled this buoyancy include rapid urbanization, changing lifestyles, less switching costs, and a rise in annual middle-class spending, which has made this sector highly competitive for retaining customers’ loyalty. A comparative study of three fast-food multi-national brands was conducted to evaluate service performance vis-à-vis customer preference to predict the basis of loyal consumption behavior. For measuring the service performance, two MCDM approaches were integrated with SERVQUAL methodology, that is, AHP & TOPSIS. The paper involved the identification of service quality dimensions and sub-dimensions relevant to fast-food service and then generating weights using the AHP technique, and then finally, establishing the ranking using TOPSIS. The findings revealed that food quality, timely service, clean and hygienic environment, availability of all menu items, consistency of taste, price sensitivity, friendly dealing, and soothing ambiance are the factors that bring loyal consumption behavior.

Keywords


Service Quality, SERVQUAL,, Fat-Food Service, Loyal Consumption Behavior, AHP, TOPSIS.

Paper Submission Date : May 25, 2021 ; Paper sent back for Revision : February 12, 2022 ; Paper Acceptance Date : March 20, 2022 ; Paper Published Online : June 15, 2022.


References





DOI: https://doi.org/10.17010/ijom%2F2022%2Fv52%2Fi6%2F169835