Title

Building Consumer Relationships in the Quick Service Restaurant Industry

Authors

Kevin Mason, Arkansas Tech UniversityFollow
Stephen C. Jones, Arkansas Tech UniversityFollow
Michael Benefield, Arkansas Tech University
Jim Walton, Arkansas Tech University

Document Type

Article

Publication Date

5-2016

Department

School of Business

Abstract

The quick-service restaurant industry is a significant and growing aspect of the restaurant industry. For long-term success, quick-service restaurants must generate positive relationships with consumers. More specifically, quick-service restaurants need to produce satisfied consumers that ultimately lead to loyalty behaviors toward the restaurant. This article investigates factors that may enhance quick-service restaurant consumer dining satisfaction and behavior intentions. Based upon the findings, quick-service restaurants can improve consumers’ dining satisfaction and future behavioral intentions if they provide food quality, service quality, and an atmosphere that meets or exceeds consumers’ expectations. Implications for developing effective consumer relationships are provided.

DOI

http://dx.doi.org/10.1080/15378020.2016.1181508

First Page

368

Last Page

381

Volume

19

Issue

4

ISSN

15378020, 15378039

Recommended Citation

Mason, K., Jones, S., Benefield, M., & Walton, J. (2016). Building Consumer Relationships in the Quick Service Restaurant Industry. Journal of Foodservice Business Research, 19 (4), 368-381, doi: http://dx.doi.org/10.1080/15378020.2016.1181508.