Exploring the moderating effect of brand image on the relationship between customer satisfaction and repurchase intentions in the fast-food industry
ISSN: 0007-070X
Article publication date: 30 April 2024
Issue publication date: 17 June 2024
Abstract
Purpose
This study aimed to determine whether the brand image of fast-food restaurants moderates the relationship between satisfaction and loyalty among Chilean customers.
Design/methodology/approach
The study was conducted using a structural equation modeling approach and involved a sample of 1,000 fast-food customers who were surveyed through nonprobabilistic sampling with a questionnaire consisting of 21 items. The instrument underwent validation by a panel of experts, and the results obtained were processed using the statistical software Smart PLS4. Convergent validity, discriminant validity and the structural model were tested to assess the acceptance or rejection of the proposed hypotheses.
Findings
The results of the research indicate that product quality, service quality and physical environment are crucial factors influencing customer satisfaction and shaping customer loyalty. However, it was found that brand image does not moderate the relationship between satisfaction and loyalty in fast-food consumption.
Originality/value
The present study contributes to the field of knowledge on fast-food consumption behavior and unveils findings that help fill knowledge gaps regarding the influence of restaurant brand image on the relationship between satisfaction and consumption loyalty. Thus, it demonstrates that, for certain customers, the brand becomes an irrelevant factor for their consumption loyalty as long as the restaurant offers product quality, excellent service and a pleasant physical environment.
Keywords
Citation
Veas-González, I., Carrión-Bósquez, N.G., Serrano-Malebran, J., Veneros-Alquinta, D., García-Umaña, A. and Campusano-Campusano, M. (2024), "Exploring the moderating effect of brand image on the relationship between customer satisfaction and repurchase intentions in the fast-food industry", British Food Journal, Vol. 126 No. 7, pp. 2714-2731. https://doi.org/10.1108/BFJ-01-2024-0077
Publisher
:Emerald Publishing Limited
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