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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
     

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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.

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

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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