College Students and Quick-Service Restaurants: How Students Perceive Restaurant Food and Services
Journal of Foodservice Business Research 10/2010; 13:346-359. DOI: 10.1080/15378020.2010.524536
The current generation of college students has grown up with many quick-service restaurants. In the United States, the top three quick-service restaurants are McDonald's, Burger King, and Wendy's. A survey of 499 college students was conducted regarding their satisfaction levels with quick-service restaurant foods and services. The results indicated that if the quick-service restaurant wants to attract college students, they must concentrate on providing outstanding “quality value” and “practical value.” Wendy's received the highest satisfaction scores over McDonald's and Burger King. The results from this study can assist executives and managers in developing strategic plans appropriate for the college student market.
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ABSTRACT: The purpose of this study is to examine the consumer values (i.e., hedonic, social, and utilitarian value) in choosing restaurants and how these values affect consumers' attitude toward and behavior intentions in the context of social commerce. This study is to develop a comprehensive conceptual framework that empirically examines and explains the salient factors that influence restaurant guests' behavior intentions regarding social commerce. A sample of 232 undergraduate students at a university in the Midwest United States was employed for this study using structural equation modeling. This research provides preliminary evidence that certain value dimensions (i.e., hedonic and social value) affect behavior intentions to use social commerce. In particular, utilitarian value has an influence on attitude toward social commerce, which in turn has a positive influence on consumers' behavior intentions. In addition, the results of this study revealed that there are significant differences between high- and low-technology experience group in the proposed model. Further discussion and implications are provided in the text.Journal of Travel & Tourism Marketing 01/2013; 30(1-2):108-125. DOI:10.1080/10548408.2013.751249 · 0.97 Impact Factor
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ABSTRACT: This study examined the relationship between seven QSR attribute factors that associate with perceived importance in a QSR experience. The seven factors are described as quality indicators, setting, marketing, price/value indicators, dietary considerations, access issues and special promotion. Gender, age and dining frequency were shown to influence the interrelationship of many of these factors. The results of this study provide valuable information for practitioners involved in QSR concept planning and operations management. The findings support the need for researchers to evaluate and control key customer variables in service encounter research.Journal of Quality Assurance in Hospitality & Tourism 01/2013; 14(1):81-100. DOI:10.1080/1528008X.2013.749380
- Journal of Travel & Tourism Marketing 01/2013; 30(1-2):108-125. · 0.97 Impact Factor
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