Factors Affecting Fast Food Restaurant Image in Peshawar: Moderating Role of Customer Personality Traits

Relating unique identity of product with consumer buying behavior is not so straight forward. Many factors need to be studied in order to investigate this relationship. This study was conducted to see the direct effects of various marketing elements including brand name, service quality, food price...

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Bibliographic Details
Published in:AGRIS on-line Papers in Economics and Informatics 2021-03, Vol.13 (1), p.105-119
Main Authors: Nagy, Henrietta, Sana, Safdar, Ahmad, Wisal, Huseynov, Ragif, Jan, Muhammad Farooq, Bieli, Peter
Format: Article
Language:English
Subjects:
ambiance
Marketing
personality traits
restaurant image
service quality
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Summary:Relating unique identity of product with consumer buying behavior is not so straight forward. Many factors need to be studied in order to investigate this relationship. This study was conducted to see the direct effects of various marketing elements including brand name, service quality, food price and the ambient factors on customer perception about the restaurant image as well as the moderating influence of consumers’ personality traits on such relationship. Data was collected from two hundred and forty customers in six well known restaurants of Peshawar in order to examine the hypothesized relationships. The findings of the study support the hypothesized relationship between the study variables and hence all the hypotheses of the study are supported. The study findings particularly the moderating role of personality traits of restaurant customers’ in building customers’ restaurant perception is of immense importance for academicians in general and restaurant management in particular. The study also presents valuable future research directions which will further this inquiry in future.
ISSN:1804-1930
1804-1930
DOI:10.22004/ag.econ.320251