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

This study examined how various marketing factors like brand name, food price, service quality, and ambiance affect customer image of restaurants in Peshawar. It also analyzed whether customer personality traits moderate these relationships. The findings showed that the marketing factors significantly impacted customer image and that personality traits did influence the relationships between the marketing variables and customer image. The study supports previous research finding that good service, food quality, and ambiance are key factors for customer choice. However, the effects of these factors may vary depending on customer personality type. The results imply that personality plays an important role in determining which factors influence customer selection of restaurants.

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46 views

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

This study examined how various marketing factors like brand name, food price, service quality, and ambiance affect customer image of restaurants in Peshawar. It also analyzed whether customer personality traits moderate these relationships. The findings showed that the marketing factors significantly impacted customer image and that personality traits did influence the relationships between the marketing variables and customer image. The study supports previous research finding that good service, food quality, and ambiance are key factors for customer choice. However, the effects of these factors may vary depending on customer personality type. The results imply that personality plays an important role in determining which factors influence customer selection of restaurants.

Uploaded by

Nguyen Phu
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
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Factors Affecting Fast Food Restaurant Image in Peshawar: Moderating Role of

Customer Personality Traits


The findings of this study are two fold; one, that different marketing factors including brand name,
price of food served, the quality level of customer service and ambient factors were found to have a
significant effect on customer image of the restaurant they choose, and secondly; whether different
personality characteristics of such customers moderate these relationships. Hence, besides, the factors
affecting restaurant image, another interesting and novel findings of this study is the moderating
influence of restaurant customer personality traits on the effects of various marketing variables
(customer service quality, food price, brand name and ambiance) on restaurant image. All the
moderating hypotheses (H5, H6, H7 and H8) were supported such that the value of R-square increased
in all the moderations implying that customers’ personality traits did influence the relationship among
various marketing variables and restaurant image.

The findings of this study confirm all previous studies stating a significant positive role of various
marketing variables used in this study. For instance, Mhlanga and Tichaawa (2016) empirically found
that good quality customers’ service, food quality and good ambiance are among the key factors
influencing the customer’s choice of a restaurant. Similar findings are also reported by Akbar and
Alaudden (2012) who found that consumers prioritize restaurants first on the basis of food quality, then
trustworthiness and followed by service quality, food price, restaurant environment and finally the
location of restaurant. Indeed, it would be safe to conclude that such findings are almost very general
(e.g., Josiam and Monteiro, 2004; Mhlanga and Tichaawa, 2016) with the exception that few researchers
posit that the type of restaurant also influence customers perception about these marketing variables
(Hensley and Sulek, 2007; Kim and Moon, 2009). For instance, Kim and Moon (2009) assert that due to
difference in customers’ expectations and perceptions about their dining experiences, their criteria for
selection of restaurants may also vary when they are deciding where to go and eat. This is also
paramount to mention that Kim and Moon (2009) views also somehow matches with the personality
traits proposition as used in this study. That is, all marketing variables earlier found to have influence on
customers’ selection of a restaurant may vary and it depends on customers’ personality type as
advocated by other marketing (Tichaawa and Mhlanga, 2018) and psychology researchers (Krosnick,
1990; James and Wright, 1993). Regarding the moderating role of customers’ personality traits, the
study finding implies that customer personality has a crucial rolein the selection of factors that
determine customers’ restaurant choice as claimed by Tichaawa and Mhlanga (2018) and psychology
researchers Krosnick (1990) and James and Wright (993). Tichaawa and Mhlanga (2018) has very rightly
said that difference in factors affecting restaurant choice is mainly due to difference in customers’
individual characteristics such as economic, demographic as well as personality-related factors. The
moderating effects of personality factor in this study also substantiate this claim of Tichaawa and
Mhlanga (2018) that it is incomplete to investigate the factors determining restaurant image in isolation
to cultural and personality factors. Such findings have worthwhile implications for restaurant
management which suggest that it is not merely the price, food quality or ambient factors that affect
customers’ choice of a restaurant, rather personal characteristics of customers also deserve much
attention.
It is also paramount to mention that the significant effect of various marketing factors as found in this
study including food price, brand name, food quality etc. have enormous implications for the supplies
that restaurant industry gets from various suppliers including agriculture industry (Jekanowski, 1999).
The growth in expenditures of fast food is evident from the food purchased by the fast-food industry. As
revealed by Jekanowski (1999), the growth of multinational fast-food restaurants can have a significant
effect on various segments of the agriculture marketing system. For instance, the annual consumption of
Pizza Hut milk consumption is over 3.2 billion pounds, approximately 2.5 percent of the total annual milk
production. Similarly, it required approximately 17.5 million pounds of cheese amounting to fifty
percent of total cheese production in the United States. Same is the case of McDonald which used more
than 644 million pounds of beef and 1.35 billion pounds potato representing 2.5 and 3.2 percent of the
total annual production of the United States (Jekanowski, 1999). Agriculture industry supplies major raw
ingredients to food industry which can significantly increase the value-added through food industry
(Gouk, 2012). This linkage between the agriculture sector and food industry covers many other
businesses related to food processing, conversion, preparation and preservation and packaging (Gouk,
2012). With the change in lifestyle such as faster pace of work, shortage of time and greater demand of
convenience in food as well as other factors including low cost, customers’ taste preference and new
brands, the fast-food industry is growing at a very high rate across the globe even at a faster rate than
the annual GDP growth in some countries (Wang, Wang, Xue and Qu, 2016). With the changes in
consumers’ life styles, increased population size, increased household income and increased leisure and
recreational activities, the fast-food industry has long-lasting positive consequences for the economic
growth. This also indicates that keeping in view the greater potential of fast food industry for economic
growth as well as its linkage with agriculture sector, a major economic contributor in Pakistan economy
(Rehman, Luan, Abbas, Chandio, Hussain, Nabi and Iqbal, 2015), there is a need for major agricultural
reforms such as taxation system reforms, and better marketing systems for agricultural inputs and
commodities. Such reforms will ensure that customers of fast food industry get best quality food, as well
as consistent supply of required amount of agricultural products.

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