Factors influencing food consumption satisfaction and purchase decisions of restaurant consumers
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Date
2021
Authors
Maziriri, Eugine Tafadzwa
Rukuni, Tarisai Fritz
Chuchu, Tinashe
Journal Title
Journal ISSN
Volume Title
Publisher
Taylor & Francis
Abstract
This research examined how multi-sensory dimensions like sight, sound, and smell would influence customer attitudes toward quick-service restaurants, restaurant patronage intentions, food purchasing decisions, food consumption satisfaction, restaurant attachment, repurchase intention, and positive word of
mouth in South African quick-service restaurants. The research embraced a quantitative approach. An online questionnaire was used to collect data from restaurant customers in the Bloemfontein metropolitan. The hypotheses were analysed by applying structural equation modelling. The results uncovered that the
study variables were significantly associated and surprisingly, restaurant attachment had a negative and insignificant effect on positive word of mouth. This research adds new fresh knowledge to the established body of knowledge in the context of restaurant food consumption behaviour. This area has little research
attention in developing African countries like South Africa.
Description
Keywords
Business, Management and accounting, International business, Marketing, Sound, Sight, Smell, Sensory-dimensions, Food, Purchase-decision, Customer
Citation
Eugine Tafadzwa Maziriri, Tarisai Fritz Rukuni & Tinashe Chuchu | (2021) Factors influencing food consumption satisfaction and purchase decisions of restaurant consumers, Cogent Business & Management, 8:1, 1968731, DOI: 10.1080/23311975.2021.1968731