Quick Service Restaurant Consumer Behaviors: Moderating Effect of Gender

Document Type

Article

Publication Date

2018

Department

School of Business

Abstract

The moderating effect of gender on quick service restaurant (QSR) consumer post-dining behaviors may be significant for a QSR’s success. This study investigates gender behavioral differences in QSR consumer behaviors. Specifically, structured survey of QSR consumers were used to examine gender differences in QSR choice criteria, food selection, post dining satisfaction levels, and dining loyalty. The results indicate that gender is a moderating factor on consumers' restaurant choice criteria, the healthiness of food choices, dining satisfaction levels and future restaurant loyalty intentions. Implications of the findings and QSR success strategies are discussed.

First Page

175

Last Page

188

Volume

23

ISSN

23793554, 23793562

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