Customer value in Quick-Service Restaurants: A cross-cultural study

•Mixed methods provide cross-cultural insights on value in quick service restaurants.•Play and Social status value dimensions regroup into Social enjoyment.•Social enjoyment, Cleanness, Aesthetics and Cost are highly dependent on culture.•Culture moderates relations between Value dimensions, Satisfa...

Full description

Saved in:
Bibliographic Details
Published in:International journal of hospitality management 2020-02, Vol.85, p.102351, Article 102351
Main Authors: Gallarza-Granizo, Martina G., Ruiz-Molina, María-Eugenia, Schlosser, Christopher
Format: Article
Language:English
Subjects:
Cross-cultural
Loyalty
Quick-Service Restaurants (QSR)
Satisfaction
Value dimensions
Citations: Items that this one cites
Items that cite this one
Online Access:Get full text
Tags: Add Tag
No Tags, Be the first to tag this record!
Description
Summary:•Mixed methods provide cross-cultural insights on value in quick service restaurants.•Play and Social status value dimensions regroup into Social enjoyment.•Social enjoyment, Cleanness, Aesthetics and Cost are highly dependent on culture.•Culture moderates relations between Value dimensions, Satisfaction and Loyalty.•Service quality influences Satisfaction and Loyalty in all three countries analyzed. In spite of the relativistic nature of Customer Value concept, research on differences in Value perceptions across cultures is still scarce. Gaining insight about this issue would be especially relevant for highly competitive and globalized industries such as Fast-Food or Quick-Service Restaurants (QSR). The purpose of the present paper is to identify Value dimensions in this industry and to analyze the links between dimensions of Value, Satisfaction and Loyalty, testing the consistency of the results obtained across three different countries. To achieve this aim, after one in-depth interview with a QSR manager and two intercultural focus groups with QSR customers, a questionnaire is built and answered by a sample of 366 individuals from Guatemala, Spain and Germany. Results from a structural model, estimated with PLS, depict relations between Value dimensions, Satisfaction and Loyalty, showing significant differences across the three cultural groups. Conclusions are derived, in terms of theoretical and managerial implications, and limitations and future lines or research are presented on both Value creation in QSR and on the specificity of the Value-Satisfaction-Loyalty chain.
ISSN:0278-4319
1873-4693
DOI:10.1016/j.ijhm.2019.102351