Greener Journal of Business and Management Studies Vol. 6 (1), pp. 001-006, April 2016
ISSN: 2276-7827 © 2015 Greener Journals
Manuscript Number: 022916048
Service Factors to the Choice of Fast Food Outlets
1Vutete Clever, 2*Chikosha Felix
1,2Department of Business Management, Zimbabwe Open University.
The fast food industry is characterised by numerous players usually of the same size and selling similar products. In Zimbabwe, competition is between Chicken Inn, Chicken Slice, Pablo’s, Wimpy, African Fried Chicken, TN Grill, Food Express and lately KFC. With outlets selling largely undifferentiated products, it is important to establish why customers would prefer one outlet to another. Chicken Inn is the lead fast food outlet in Zimbabwe. A questionnaire survey was conducted on Chicken Inn customers to establish the service factors they considered most important in choosing a fast food outlet. Product related factors topped on the fast food choice priority list. Healthy food and food taste emerged as the top factors to the choice of fast food outlet. Handling customer complaints and affordability of prices were other key factors cited by customers in the choice of fast food outlet.
Keywords: Fast food industry, Key Success Factor.
Creswell J. W. (2009), Research Design, Qualitative, Quantitative, and Mixed Methods Approaches, 3rd Edition, SAGE Publications, Singapore.
Dagevos H and Ophem J (2013) Food Consumption Value: Developing A Consumer–Centred Concept of Value in The Field of Food, British Food Journal Vol 115 No. 10 pp1473-1486.
Divine R. L. and Lepisto L. (2005) Analysis of the healthy lifestyle consumer, Journal of Consumer Marketing, Vol. 22, No. 5, pp 275-283
Ehsan U. (2012), Factors important for the selection of fast food restaurants: an empirical study across three cities of Pakistan, British Food Journal, Vol. 114, No. 9, pp 1251-1264
Frank B. (2012) The formation of consumer attitudes and intentions towards fast food restaurants: How do teenagers differ from adults?, Managing Service Quality, Vol. 22, No. 3, pp. 260-280
Field A. (2009), Discovering Statistics Using SPSS, 3rd Edition, Washington DC, SAGE Publications Ltd.
Gabay G., Moskowitz H. R., Beckley J. and Ashman H. (2009) Consumer centred “brand value” of foods drivers and segmentation, Journal of Product And Brand Management, Vol. 18/1, pp. 4-16
Ha, J. and Jang, S. (2013) Attributes, consequences, and consumer values: A means-end chain approach across restaurant segments, International Journal of Contemporary Hospitality Management Vol. 25 No. 3, pp. 395
Kivela J., Inbakaran R. and Reece J. (2000) Consumer research in the restaurant environment. Part 3: Analysis, findings and conclusions, International Journal of Contemporary Hospitality Management, Vol. 12, No. 1, pp 13-30
Kivela J., Reece J. and Inbakaran R. (1999) Consumer research in the restaurant environment. Part 2: Research design and analytical methods, International Journal of Contemporary Hospitality Management, Vol. 11, No. 6, pp 269-286
Law K Y A and Hui Y V and Zhao X(2004) Modelling Repurchase Frequency and Customer Satisfaction For Fast Food Outlets, International Journal of Quality and Reliability Management, Vol. 21 No.5 pp545-563
Min H. and Min H. (2011) Benchmarking the service quality of fast-food restaurant franchise in the USA; A longitudinal study, Benchmarking, An International Journal, Vol. 28, No. 2, pp282-300
Roddie A. R. and Martin C. L. (2001) Competing in the service sector: The entrepreneurial challenge, International Journal of Entrepreneurial Behaviour and Research, Vol. 7, No. 1, pp 5-21