QSR brand value

Robert James Harrington · Michael C. Ottenbacher · Simon G. Fauser

59 citations0/0 files storedInternational Journal of Contemporary Hospitality Management

No readable copy stored yet — this record is metadata only.

No open-access location is known for this record yet.

Literature note Cite in a project Citation map

Consumer Behavior and Marketing Influence Marketing and Advertising Strategies Customer Service Quality and Loyalty

Abstract

Purpose This study aims to examine the quick service restaurant (QSR) differentiation in the minds of consumers, customers and non-customers and addresses the use of absolute measures. The study integrated competitive context and customer vs non-customer perceptions to better understand marketing strategies and the impact on customer value. Design/methodology/approach A conceptual framework is provided with marketing strategy, 7Ps, value positioning and outcomes. A survey instrument to assess perceptions of QSR marketing mix dimensions and leading QSR brands as referents was used. The study used exploratory factor analysis, ANOVA and logistic regression to address research questions. Findings The five QSR brands were differentiated by three marketing mix dimensions: quality, convenience and price. Subway and Starbucks customers perceived higher quality than McDonald’s and Burger King. Price separated Starbucks and McDonald’s customers. Overall, QSR customers perceived higher quality and convenience than non-customers. Age group was a predictor of customer membership of QSR overall and McDonald’s. Research limitations/implications The study used participants in Germany and had more respondents identified as McDonald’s customers or referent. Practical implications The quality bundle represents unique resources for each QSR brand. Management teams should use a holistic mindset in considering the quality bundle reputation and how the various attributes support each other. Originality/value Consumers look to three factors for QSR rather than 7Ps: quality, convenience and price. Relative comparisons of perceptions among brands and between customers vs non-customers provided important contributions for QSR marketing mix factors.

Paper brief

Loading…

Cite this work

Citation unavailable for this work.

BibTeX RIS CSL-JSON

No public copy is stored for this record, so only the metadata is cited.

Citations in this library

Citation map →

Stored only when both papers are in the corpus — 59 citations exist upstream.

References

1981Evaluating Structural Equation Models with Unobservable Variables and Measurement Error 1997Customer value: The next source for competitive advantage 1984Attractive Quality and Must-Be Quality 2006Brands and Branding: Research Findings and Future Priorities 2007Strategic Brand Management 2012The influence of the quality of the physical environment, food, and service on restaurant image, customer perceived value, customer satisfaction, and behavioral intentions 2017Strategic Management Competitiveness & Globalization 2012The Impact of Brand Equity on Customer Acquisition, Retention, and Profit Margin

Cited by

2019Effect of dining experience on future intention in quick service restaurants 2017Dual pillars of hotel restaurant food quality satisfaction and brand loyalty 2018Antecedents and consequences of perceived customer value in the restaurant industry 2019Relationship of 7P Marketing Mix and Consumers' Loyalty in Traditional Markets 2020The influence of brand awareness, brand association, and perceived quality toward consumers' purchase intention: a case of richeese factory, Jakarta

Explore the map →

Papers that cite the same references — the relational fallback while embeddings are still backfilling.

Imported from OpenAlex (CC0) — nothing here is generated.