ROLE OF CONSUMER PSYCHOLOGICAL STUDIES IN FAST FOOD INDUSTRY
Keywords:
Price Fairness, Customer Psychology, Referent Price, Deservingness, Satisfaction.
Abstract
This study examines the behavior of consumer in fast food industry. The customer psychology strongly effected from other customer’s word of mouth, review’s and pricing policy of a company. In this study, we examine the consumer psychology with three factors (referent price, referent deservingness and fair pricing). The three factors become a cause to reduce the anger of consumer and due to this customer satisfy from the operations of fast food industry. We distribute more than 300 questionnaire for analyze our research hypothesis. After analyze we conclude that referent price does not impact on customer anger but it impact on satisfaction of customer. The referent deservingness and price fairness has significant impact on anger of customer and satisfaction of customer. This study provides useful information to fast food sector regarding customer psychology.
References
Ashworth, L., & McShane, L. (2012). Why do we care what others pay? The effect of other consumers' prices on inferences of seller (dis) respect
and perceptions of deservingness violation. Journal of Retailing, 88, 145–155. https://doi.org/10.1016/j.jretai.2011.10.004.
Abeyta, A. A., Routledge, C., & Sedikides, C. (2017). Material meaning: Narcissists gain existential benefits from extrinsic goals. Social Psychological and Personality Science, 8(2), 219-228.
Atmaja, G. K. K., & Yasa, N. N. K. (2020). The Role of Customer Satisfaction in Mediating the Influence of Price Fairness and Service Quality on the Loyalty of Low Cost Carriers Customers in Indonesia. International Research Journal of Management, IT and Social Sciences, 7(5), 149-159.
Adam, H., & Brett, J. M. (2018). Everything in moderation: The social effects of anger depend on its perceived intensity. Journal of Experimental Social Psychology, 76, 12-18.
Ahmed, A., Naseer, R., Asadullah, M., & Khan, H. (2020). Managing Service Quality, Food Quality, Price Fairness and Customer Retention: A Holistic Perspective.
Arshad, S., Jugo, A., & Rohin, T. (2017). Valutaeksponering i den norske sjømatindustrien (Bachelor's thesis, Høgskolen i Oslo og Akershus).
Ahrholdt, D. C., Gudergan, S. P., & Ringle, C. M. (2019). Enhancing loyalty: When improving consumer satisfaction and delight matters. Journal of Business Research, 94, 18-27.
Ali, L., Yee, W. F., Imm, N. S., & Akhtar, M. S. (2018). Price fairness, guest emotions, satisfaction, and behavioral intentions in peer to peer accommodation sector. Journal of Global Business Insights, 3(2), 41-51.
Bolton, L. E., Keh, H. T., & Alba, J. W. (2010). How do price fairness perceptions differ across culture? Journal of Marketing Research, 47, 564–576. https://doi.org/10.1509/jmkr.47.3.564.
Cronbach, L. J. (1951). Coefficient alpha and the internal structure of tests. psychometrika, 16(3), 297-334.
Chowdhury, S., Meero, A., Rahman, A.A.A., Islam, K. M. A., & Zayed, N. M., Hasan, K.B.M. R. (2021). An Empirical Study on the Factors Affecting Organic Food Purchasing Behavior in Bangladesh: analyzing a few factors. Academy of Strategic Management Journal, 20(4), 1-12. Retrieved from https://www.abacademies.org/articles/An-empirical-study-on-the-factors-affecting-organic-food-purchasing-behavior-in-bangladesh-analyzing-a-few-factors-1939-6104-20-4-815.pdf
Cai, R., & Chi, C. G. Q. (2018). The impacts of complaint efforts on customer satisfaction and loyalty. The Service Industries Journal, 38(15-16), 1095-1115.
Cerny, B. A., & Kaiser, H. F. (1977). A study of a measure of sampling adequacy for factor-analytic correlation matrices. Multivariate behavioral research, 12(1), 43-47.
Cheshin, A., Amit, A., & Van Kleef, G. A. (2018). The interpersonal effects of emotion intensity in customer service: Perceived appropriateness and authenticity of attendants' emotional displays shape customer trust and satisfaction. Organizational Behavior and Human Decision Processes, 144, 97-111.
Darmawan, M. D. (2018). The Effect of Price, Product Quality, Promotion, Social Factor, Brand Image on Purchase Decision Process of Loop Product on Youth Segment (Case Study of Pt Telekomunikasi Selular). In Proceeding of International Seminar & Conference on Learning Organization.
Dinçer, M. Z., & Alrawadieh, Z. (2017). Negative word of mouse in the hotel industry: A content analysis of online reviews on luxury hotels in Jordan. Journal of Hospitality Marketing & Management, 26(8), 785-804.
Dekker, T. (2018). Just Wages, Desert, and Pay-What-You-Want Pricing. Erasmus Journal for Philosophy and Economics, 11(2), 144-162.
Feather, N. T. (2015). Analyzing relative deprivation in relation to deservingness, entitlement and resentment. Social Justice Research, 28(1), 7-26.
Ferguson, J. L. (2014). Implementing price increases in turbulent economies: Pricing approaches for reducing perceptions of price unfairness. Journal of Business Research, 67(1), 2732-2737.
FAO, (2019). 2050: UN tercio mas de bocas que alimentar. [Organization de las Naciones Unidas para la Alimentacion yla Agricultura. Retrieved from http://www.fao.org/news/story/es/item/35675/icode/
Galton, F., & British Association. (1885). Section H. Anthropology. Opening address by Francis Galton. Nature, 32(830), 507-510.
Glikson, E., Rees, L., Wirtz, J., Kopelman, S., & Rafaeli, A. (2019). When and Why a Squeakier Wheel Gets More Grease: The Influence of Cultural Values and Anger Intensity on Customer Compensation. Journal of Service Research, 22(3), 223-240.
Goussinsky, R. (2015). Customer aggression, felt anger and emotional deviance: The moderating role of job autonomy. International Journal of Quality and Service Sciences, 7(1), 50-71.
Hu, L. T., & Bentler, P. M. (1999). Cutoff criteria for fit indexes in covariance structure analysis: Conventional criteria versus new alternatives. Structural equation modeling: a multidisciplinary journal, 6(1), 1-55.
Hasim, M. A., Manaf, S. A., & Ali, A. M. (2020). ROLE OF PRICE TOWARDS CUSTOMER SATISFACTION. European Journal of Molecular & Clinical Medicine, 7(3), 4179-4190.
Hikmawati, N. K., Suhendra, A. A., & Yunus, E. D. S. (2018). The Influence of Marketing Mix and Customer Relationship Marketing on Marketing Performance of Digital Creative Industry in West Java. Sebelas Maret Business Review, 2(1).
Ibitomi, T. (2018). Effects of Price Fairness and Physical Environment on Customers Patronage in Fast Food Outlets in Nasarawa State, Nigeria, International journal of research and innovation in social Science, 2(12).
Izquierdo-Yusta, A., Gómez-Cantó, C. M., Pelegrin-Borondo, J., & Martínez-Ruiz, M. P. (2019). Consumers’ behaviour in fast-food restaurants: a food value perspective from Spain. British Food Journal, 121(2), 386-399.
Ismagilova, E., Dwivedi, Y. K., & Slade, E. (2019). Perceived helpfulness of eWOM: Emotions, fairness and rationality. Journal of Retailing and Consumer Services.
Jothilakshmi, M. (2019). Entrepreneurial Impacts of Informal Fast Food: Consumer Perception on Junk Food Sector in Chidambaram Town. Bodhi International Journal of Research in Humanities, Arts and Science, 3(3).
Jerger, C., & Wirtz, J. (2017). Service employee responses to angry customer complaints: The roles of customer status and service climate. Journal of Service Research, 20(4), 362-378.
Johnston, R., Jones, K., & Manley, D. (2018). Confounding and collinearity in regression analysis: a cautionary tale and an alternative procedure, illustrated by studies of British voting behaviour. Quality & quantity, 52(4), 1957-1976.
Kim, J., Kim, P. B., & Kim, J. E. (2018). Different or similar choices: The effect of decision framing on variety seeking in travel bundle packages. Journal of Travel Research, 57(1), 99-115.
Kaiser, H. 1974. An index of factor simplicity. Psychometrika, 39, 31–36.
Kokkoris, M. D., Sedikides, C., & Kühnen, U. (2019). Do consumer choices augment narcissism? The role of self-referent processing. Self and Identity, 18(5), 550-575.
Khokhar, Z., & Khokhar, R. (2020). Influential Factors on Customer Loyalty of La Moosh (Café), Hyderabad, Pakistan: An Empirical Approach. Journal of Economics, Management and Trade, 15-25.
Konuk, F. A. (2019). The influence of perceived food quality, price fairness, perceived value and satisfaction on customers’ revisit and word-of-mouth intentions towards organic food restaurants. Journal of Retailing and Consumer Services, 50, 103-110.
Lastner, M. M., Fennell, P., Folse, J. A., Rice, D. H., & Porter III, M. (2019). I guess that is fair: How the efforts of other customers influence buyer price fairness perceptions. Psychology & Marketing, 36(7), 700-715.
Lee, S. H. S., & Fay, S. (2017). Why offer lower prices to past customers? Inducing favorable social price comparisons to enhance customer retention. Quantitative Marketing and Economics, 15(2), 123-163.
Le, A. N. H., & Ho, H. X. (2020). The behavioral consequences of regret, anger, and frustration in service settings. Journal of Global Marketing, 33(2), 84-102.
Iyiola, O. O., & Ibidunni, O. S. (2013). The relationship between complaints, emotion, anger, and subsequent behavior of customers. IOSR Journal of Humanities and Social Sciences, 17(6), 34-41.
Min, H. K., Joireman, J., & Kim, H. J. (2019). Understanding why anger predicts intention to complain among high but not low power customers: A test of competing models. Journal of Business Research, 95, 93-102.
Noeth, A. (2018). Developing an emotional appraisal model using unstructured customer feedback-To better understand how customer’s emotions influence their Satisfaction and Likelihood to recommend.
Ogbechi, A. D., Okafor, L. I., & Orukotan, C. I. (2018). Effect of relationship marketing on customer retention and loyalty in the money deposit bank industry. African Research Review, 12(2), 23-34.
Pearson, K. (1895). VII. Note on regression and inheritance in the case of two parents. Proceedings of the royal society of London, 58(347-352), 240-242.
Pérez Villarreal, H. H. (2020). Analysys of consumer behaviour in food consumption decision processes: evidence found in fast food restaurants in México.
Qalati, S., Yuan, L., Iqbal, S., Hussain, R., & Ali, S. (2019). Impact of Price on Customer Satisfaction; mediating role of Consumer Buying Behaviour in Telecom Sector. International Journal of Research, 6(4), 150-165.
Rai, B., & Rawal, R. R. (2019). Consumers' Preference of Fast Food Items in Kathmandu Valley. NCC Journal, 4(1), 17-25.
Renic, M., & Mandic, M. (2018). Pre-testing of a questionnaire for the purpose of testing the models of fairness and loyalty of clients of companies that apply a customer relationship management strategy. Proceedings of the Faculty of Economics and Business in Zagreb, 16(1), 1-19.
Riquelme, I. P., Román, S., Cuestas, P. J., & Iacobucci, D. (2019). The Dark Side of Good Reputation and Loyalty in Online Retailing: When Trust Leads to Retaliation through Price Unfairness. Journal of Interactive Marketing, 47, 35-52.
Suhud, U., Allan, M., Wibowo, S. F., Sabrina, E., & Willson, G. (2020). Measuring customer satisfaction of a café and coffee shop colony at a traditional market. Journal of Foodservice Business Research, 23(1), 78-94.
Souiden, N., Chaouali, W., & Baccouche, M. (2019). Consumers’ attitude and adoption of location-based coupons: The case of the retail fast food sector. Journal of Retailing and Consumer Services, 47, 116-132.
Suhud, U., & Wibowo, A. (2016). Predicting customers’ intention to revisit a vintage-concept restaurant. Journal of Consumer Sciences, 1(2), 56-69.
Susilo, A. (2020). Identifying Factors that Affect Consumer Satisfaction of Parklatz Café in Ponorogo City, East Java, Indonesia: An Application of Exploratory Factor Analysis. Falah: Jurnal Ekonomi Syariah, 5(1).
Shah, M. A. R., Husnain, M., & Zubairshah, A. (2018). Factors Affecting Brand Switching Behavior in Telecommunication Industry of Pakistan: A Qualitative Investigation. American Journal of Industrial and Business Management, 8(02), 359-372.
Savelli, E., Murmura, F., Liberatore, L., Casolani, N., & Bravi, L. (2019). Consumer attitude and behaviour towards food quality among the young ones: Empirical evidences from a survey. Total Quality Management & Business Excellence, 30(1-2), 169-183.
Tavakol, M., & Dennick, R. (2011). Making sense of Cronbach's alpha. International journal of medical education, 2, 53.
Trafialek, J., Czarniecka-Skubina, E., Kulaitiené, J., & Vaitkevičienė, N. (2019). Restaurant’s Multidimensional Evaluation Concerning Food Quality, Service, and Sustainable Practices: A Cross-National Case Study of Poland and Lithuania. Sustainability, 12(1), 1-21.
Van Kleef, G. A. (2016). The interpersonal dynamics of emotion. Cambridge University Press.
Watkinson, M. (2013). The ten principles behind great customer experiences. Pearson UK.
Watkinson, M. (2019). The Ten Principles Behind Great Customer Experiences. In Marketing Wisdom (pp. 101-114). Springer, Singapore.
Weber, K., Bradley, G. L., & Sparks, B. (2017). Stressor effects of negative online reviews on anger and burnout in the restaurant industry. International Journal of Contemporary Hospitality Management, 29(11), 2847-2866.
Xiao, A., Yang, S., & Iqbal, Q. (2019). Factors affecting purchase intentions in generation Y: An empirical evidence from fast food industry in Malaysia. Administrative Sciences, 9(1).
Yang, C. S., & Lee, M. Y. (2008, August). Parametric data mining and diagnostic rules for digital thermographs in breast cancer. In 2008 30th Annual International Conference of the IEEE Engineering in Medicine and Biology Society (pp. 98-101). IEEE.
Zietsman, M. L., Mostert, P., & Svensson, G. (2019). Perceived price and service quality as mediators between price fairness and perceived value in business banking relationships: A micro-enterprise perspective. International Journal of Bank Marketing, 37(1), 2-19.
and perceptions of deservingness violation. Journal of Retailing, 88, 145–155. https://doi.org/10.1016/j.jretai.2011.10.004.
Abeyta, A. A., Routledge, C., & Sedikides, C. (2017). Material meaning: Narcissists gain existential benefits from extrinsic goals. Social Psychological and Personality Science, 8(2), 219-228.
Atmaja, G. K. K., & Yasa, N. N. K. (2020). The Role of Customer Satisfaction in Mediating the Influence of Price Fairness and Service Quality on the Loyalty of Low Cost Carriers Customers in Indonesia. International Research Journal of Management, IT and Social Sciences, 7(5), 149-159.
Adam, H., & Brett, J. M. (2018). Everything in moderation: The social effects of anger depend on its perceived intensity. Journal of Experimental Social Psychology, 76, 12-18.
Ahmed, A., Naseer, R., Asadullah, M., & Khan, H. (2020). Managing Service Quality, Food Quality, Price Fairness and Customer Retention: A Holistic Perspective.
Arshad, S., Jugo, A., & Rohin, T. (2017). Valutaeksponering i den norske sjømatindustrien (Bachelor's thesis, Høgskolen i Oslo og Akershus).
Ahrholdt, D. C., Gudergan, S. P., & Ringle, C. M. (2019). Enhancing loyalty: When improving consumer satisfaction and delight matters. Journal of Business Research, 94, 18-27.
Ali, L., Yee, W. F., Imm, N. S., & Akhtar, M. S. (2018). Price fairness, guest emotions, satisfaction, and behavioral intentions in peer to peer accommodation sector. Journal of Global Business Insights, 3(2), 41-51.
Bolton, L. E., Keh, H. T., & Alba, J. W. (2010). How do price fairness perceptions differ across culture? Journal of Marketing Research, 47, 564–576. https://doi.org/10.1509/jmkr.47.3.564.
Cronbach, L. J. (1951). Coefficient alpha and the internal structure of tests. psychometrika, 16(3), 297-334.
Chowdhury, S., Meero, A., Rahman, A.A.A., Islam, K. M. A., & Zayed, N. M., Hasan, K.B.M. R. (2021). An Empirical Study on the Factors Affecting Organic Food Purchasing Behavior in Bangladesh: analyzing a few factors. Academy of Strategic Management Journal, 20(4), 1-12. Retrieved from https://www.abacademies.org/articles/An-empirical-study-on-the-factors-affecting-organic-food-purchasing-behavior-in-bangladesh-analyzing-a-few-factors-1939-6104-20-4-815.pdf
Cai, R., & Chi, C. G. Q. (2018). The impacts of complaint efforts on customer satisfaction and loyalty. The Service Industries Journal, 38(15-16), 1095-1115.
Cerny, B. A., & Kaiser, H. F. (1977). A study of a measure of sampling adequacy for factor-analytic correlation matrices. Multivariate behavioral research, 12(1), 43-47.
Cheshin, A., Amit, A., & Van Kleef, G. A. (2018). The interpersonal effects of emotion intensity in customer service: Perceived appropriateness and authenticity of attendants' emotional displays shape customer trust and satisfaction. Organizational Behavior and Human Decision Processes, 144, 97-111.
Darmawan, M. D. (2018). The Effect of Price, Product Quality, Promotion, Social Factor, Brand Image on Purchase Decision Process of Loop Product on Youth Segment (Case Study of Pt Telekomunikasi Selular). In Proceeding of International Seminar & Conference on Learning Organization.
Dinçer, M. Z., & Alrawadieh, Z. (2017). Negative word of mouse in the hotel industry: A content analysis of online reviews on luxury hotels in Jordan. Journal of Hospitality Marketing & Management, 26(8), 785-804.
Dekker, T. (2018). Just Wages, Desert, and Pay-What-You-Want Pricing. Erasmus Journal for Philosophy and Economics, 11(2), 144-162.
Feather, N. T. (2015). Analyzing relative deprivation in relation to deservingness, entitlement and resentment. Social Justice Research, 28(1), 7-26.
Ferguson, J. L. (2014). Implementing price increases in turbulent economies: Pricing approaches for reducing perceptions of price unfairness. Journal of Business Research, 67(1), 2732-2737.
FAO, (2019). 2050: UN tercio mas de bocas que alimentar. [Organization de las Naciones Unidas para la Alimentacion yla Agricultura. Retrieved from http://www.fao.org/news/story/es/item/35675/icode/
Galton, F., & British Association. (1885). Section H. Anthropology. Opening address by Francis Galton. Nature, 32(830), 507-510.
Glikson, E., Rees, L., Wirtz, J., Kopelman, S., & Rafaeli, A. (2019). When and Why a Squeakier Wheel Gets More Grease: The Influence of Cultural Values and Anger Intensity on Customer Compensation. Journal of Service Research, 22(3), 223-240.
Goussinsky, R. (2015). Customer aggression, felt anger and emotional deviance: The moderating role of job autonomy. International Journal of Quality and Service Sciences, 7(1), 50-71.
Hu, L. T., & Bentler, P. M. (1999). Cutoff criteria for fit indexes in covariance structure analysis: Conventional criteria versus new alternatives. Structural equation modeling: a multidisciplinary journal, 6(1), 1-55.
Hasim, M. A., Manaf, S. A., & Ali, A. M. (2020). ROLE OF PRICE TOWARDS CUSTOMER SATISFACTION. European Journal of Molecular & Clinical Medicine, 7(3), 4179-4190.
Hikmawati, N. K., Suhendra, A. A., & Yunus, E. D. S. (2018). The Influence of Marketing Mix and Customer Relationship Marketing on Marketing Performance of Digital Creative Industry in West Java. Sebelas Maret Business Review, 2(1).
Ibitomi, T. (2018). Effects of Price Fairness and Physical Environment on Customers Patronage in Fast Food Outlets in Nasarawa State, Nigeria, International journal of research and innovation in social Science, 2(12).
Izquierdo-Yusta, A., Gómez-Cantó, C. M., Pelegrin-Borondo, J., & Martínez-Ruiz, M. P. (2019). Consumers’ behaviour in fast-food restaurants: a food value perspective from Spain. British Food Journal, 121(2), 386-399.
Ismagilova, E., Dwivedi, Y. K., & Slade, E. (2019). Perceived helpfulness of eWOM: Emotions, fairness and rationality. Journal of Retailing and Consumer Services.
Jothilakshmi, M. (2019). Entrepreneurial Impacts of Informal Fast Food: Consumer Perception on Junk Food Sector in Chidambaram Town. Bodhi International Journal of Research in Humanities, Arts and Science, 3(3).
Jerger, C., & Wirtz, J. (2017). Service employee responses to angry customer complaints: The roles of customer status and service climate. Journal of Service Research, 20(4), 362-378.
Johnston, R., Jones, K., & Manley, D. (2018). Confounding and collinearity in regression analysis: a cautionary tale and an alternative procedure, illustrated by studies of British voting behaviour. Quality & quantity, 52(4), 1957-1976.
Kim, J., Kim, P. B., & Kim, J. E. (2018). Different or similar choices: The effect of decision framing on variety seeking in travel bundle packages. Journal of Travel Research, 57(1), 99-115.
Kaiser, H. 1974. An index of factor simplicity. Psychometrika, 39, 31–36.
Kokkoris, M. D., Sedikides, C., & Kühnen, U. (2019). Do consumer choices augment narcissism? The role of self-referent processing. Self and Identity, 18(5), 550-575.
Khokhar, Z., & Khokhar, R. (2020). Influential Factors on Customer Loyalty of La Moosh (Café), Hyderabad, Pakistan: An Empirical Approach. Journal of Economics, Management and Trade, 15-25.
Konuk, F. A. (2019). The influence of perceived food quality, price fairness, perceived value and satisfaction on customers’ revisit and word-of-mouth intentions towards organic food restaurants. Journal of Retailing and Consumer Services, 50, 103-110.
Lastner, M. M., Fennell, P., Folse, J. A., Rice, D. H., & Porter III, M. (2019). I guess that is fair: How the efforts of other customers influence buyer price fairness perceptions. Psychology & Marketing, 36(7), 700-715.
Lee, S. H. S., & Fay, S. (2017). Why offer lower prices to past customers? Inducing favorable social price comparisons to enhance customer retention. Quantitative Marketing and Economics, 15(2), 123-163.
Le, A. N. H., & Ho, H. X. (2020). The behavioral consequences of regret, anger, and frustration in service settings. Journal of Global Marketing, 33(2), 84-102.
Iyiola, O. O., & Ibidunni, O. S. (2013). The relationship between complaints, emotion, anger, and subsequent behavior of customers. IOSR Journal of Humanities and Social Sciences, 17(6), 34-41.
Min, H. K., Joireman, J., & Kim, H. J. (2019). Understanding why anger predicts intention to complain among high but not low power customers: A test of competing models. Journal of Business Research, 95, 93-102.
Noeth, A. (2018). Developing an emotional appraisal model using unstructured customer feedback-To better understand how customer’s emotions influence their Satisfaction and Likelihood to recommend.
Ogbechi, A. D., Okafor, L. I., & Orukotan, C. I. (2018). Effect of relationship marketing on customer retention and loyalty in the money deposit bank industry. African Research Review, 12(2), 23-34.
Pearson, K. (1895). VII. Note on regression and inheritance in the case of two parents. Proceedings of the royal society of London, 58(347-352), 240-242.
Pérez Villarreal, H. H. (2020). Analysys of consumer behaviour in food consumption decision processes: evidence found in fast food restaurants in México.
Qalati, S., Yuan, L., Iqbal, S., Hussain, R., & Ali, S. (2019). Impact of Price on Customer Satisfaction; mediating role of Consumer Buying Behaviour in Telecom Sector. International Journal of Research, 6(4), 150-165.
Rai, B., & Rawal, R. R. (2019). Consumers' Preference of Fast Food Items in Kathmandu Valley. NCC Journal, 4(1), 17-25.
Renic, M., & Mandic, M. (2018). Pre-testing of a questionnaire for the purpose of testing the models of fairness and loyalty of clients of companies that apply a customer relationship management strategy. Proceedings of the Faculty of Economics and Business in Zagreb, 16(1), 1-19.
Riquelme, I. P., Román, S., Cuestas, P. J., & Iacobucci, D. (2019). The Dark Side of Good Reputation and Loyalty in Online Retailing: When Trust Leads to Retaliation through Price Unfairness. Journal of Interactive Marketing, 47, 35-52.
Suhud, U., Allan, M., Wibowo, S. F., Sabrina, E., & Willson, G. (2020). Measuring customer satisfaction of a café and coffee shop colony at a traditional market. Journal of Foodservice Business Research, 23(1), 78-94.
Souiden, N., Chaouali, W., & Baccouche, M. (2019). Consumers’ attitude and adoption of location-based coupons: The case of the retail fast food sector. Journal of Retailing and Consumer Services, 47, 116-132.
Suhud, U., & Wibowo, A. (2016). Predicting customers’ intention to revisit a vintage-concept restaurant. Journal of Consumer Sciences, 1(2), 56-69.
Susilo, A. (2020). Identifying Factors that Affect Consumer Satisfaction of Parklatz Café in Ponorogo City, East Java, Indonesia: An Application of Exploratory Factor Analysis. Falah: Jurnal Ekonomi Syariah, 5(1).
Shah, M. A. R., Husnain, M., & Zubairshah, A. (2018). Factors Affecting Brand Switching Behavior in Telecommunication Industry of Pakistan: A Qualitative Investigation. American Journal of Industrial and Business Management, 8(02), 359-372.
Savelli, E., Murmura, F., Liberatore, L., Casolani, N., & Bravi, L. (2019). Consumer attitude and behaviour towards food quality among the young ones: Empirical evidences from a survey. Total Quality Management & Business Excellence, 30(1-2), 169-183.
Tavakol, M., & Dennick, R. (2011). Making sense of Cronbach's alpha. International journal of medical education, 2, 53.
Trafialek, J., Czarniecka-Skubina, E., Kulaitiené, J., & Vaitkevičienė, N. (2019). Restaurant’s Multidimensional Evaluation Concerning Food Quality, Service, and Sustainable Practices: A Cross-National Case Study of Poland and Lithuania. Sustainability, 12(1), 1-21.
Van Kleef, G. A. (2016). The interpersonal dynamics of emotion. Cambridge University Press.
Watkinson, M. (2013). The ten principles behind great customer experiences. Pearson UK.
Watkinson, M. (2019). The Ten Principles Behind Great Customer Experiences. In Marketing Wisdom (pp. 101-114). Springer, Singapore.
Weber, K., Bradley, G. L., & Sparks, B. (2017). Stressor effects of negative online reviews on anger and burnout in the restaurant industry. International Journal of Contemporary Hospitality Management, 29(11), 2847-2866.
Xiao, A., Yang, S., & Iqbal, Q. (2019). Factors affecting purchase intentions in generation Y: An empirical evidence from fast food industry in Malaysia. Administrative Sciences, 9(1).
Yang, C. S., & Lee, M. Y. (2008, August). Parametric data mining and diagnostic rules for digital thermographs in breast cancer. In 2008 30th Annual International Conference of the IEEE Engineering in Medicine and Biology Society (pp. 98-101). IEEE.
Zietsman, M. L., Mostert, P., & Svensson, G. (2019). Perceived price and service quality as mediators between price fairness and perceived value in business banking relationships: A micro-enterprise perspective. International Journal of Bank Marketing, 37(1), 2-19.
Published
2021-08-24
How to Cite
Arshad, A., Khan, S., Zafar, U., & Qadir, A. A. (2021). ROLE OF CONSUMER PSYCHOLOGICAL STUDIES IN FAST FOOD INDUSTRY. International Journal of Marketing Research Innovation, 5(1), 16-35. https://doi.org/10.46281/ijmri.v5i1.1301
Section
Original Articles/Short Communications
Copyright (c) 2021 Adnan Arshad, Shahzaman Khan, Usman Zafar, Ayesha Abdul Qadir
This work is licensed under a Creative Commons Attribution 4.0 International License.
