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Article
Publication date: 7 June 2021

Mohammed Lefrid

The objective of this paper is to investigate the effect of the dining experience elements at gas stations foodservice outlets: (1) food quality, (2) service quality, (3…

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Abstract

Purpose

The objective of this paper is to investigate the effect of the dining experience elements at gas stations foodservice outlets: (1) food quality, (2) service quality, (3) convenience and (4) atmospherics on customers' overall satisfaction and behavioral intention. This study also examines the mediating effect of overall satisfaction on dining experience elements and behavioral intention.

Design/methodology/approach

This paper applies a quantitative approach, using partial least square-structural equation modeling for analysis. Survey data were collected online from 231 participants in the United States.

Findings

Convenience and food quality are strong predictors of gas station food purchasing overall satisfaction and behavioral intention. Meanwhile, service quality and atmospherics were not statistically significant.

Research limitations/implications

This study's survey was conducted online. Participants reflected on their dining experience at gas station dining outlets in the prior week.

Practical implications

This study contributes to the existing foodservice literature by exploring dining at gas stations. It also provides a new insight into the importance of convenience in influencing overall satisfaction and behavior intention in a gas station foodservice setting.

Social implications

This study helps with the understanding of consumer behavior and expectations of a fast-food setting. This study helps with enhancing convenience in order to improve the customers' experience and reduce their daily stress relating to wait time for purchasing fast-food meals.

Originality/value

This is the first study to examine consumer experience at a gas station food service setting.

Details

British Food Journal, vol. 123 no. 12
Type: Research Article
ISSN: 0007-070X

Keywords

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Article
Publication date: 24 September 2019

Scott Richardson, Mohammed Lefrid, Shiva Jahani, Matthew D. Munyon and S. Mostafa Rasoolimanesh

The purpose of this paper is to examine the effect of the dining experience including food quality, service quality, convenience and ambiance on overall satisfaction and…

2315

Abstract

Purpose

The purpose of this paper is to examine the effect of the dining experience including food quality, service quality, convenience and ambiance on overall satisfaction and customers’ intention to revisit in quick service restaurants (QSRs). In addition, the mediating effects of overall satisfaction between dining experience dimensions and customer intention to revisit have been investigated in this study.

Design/methodology/approach

Data were collected online from 278 participants in the USA and analyzed using partial least square structure equation modeling (SmartPLS).

Findings

Food quality, service quality and convenience are strong predictors of both overall satisfaction and intention to revisit and recommend QSRs. However, ambiance did not directly influence the customer overall satisfaction in a QSR setting, Also, overall satisfaction did not mediate the relationship between the dining experience attributes and future intention to revisit and recommend QSRs.

Research limitations/implications

This study makes a significant contribution to the QSRs literature by examining the effects of dining experience on satisfaction and intention to revisit, as well as the meditation role of satisfaction. Moreover, this study has several practical implications for QSRs practitioners and foodservice marketers. Self-selection to take the online questionnaire is considered one of this study’s limitations.

Practical implications

Restaurant managers, especially in the QSR segment, could benefit from the outcome of this study by utilizing their limited resources on improving their customers’ satisfaction and restaurants profitability.

Social implications

By understanding which attributes of the dining experience value most during their visit to QSRs, this study aims to provide some insight on how to improve QSR customers overall satisfaction and future intention.

Originality/value

This study is unique as it applies attributes from fine dining and casual dining attributed to QSRs in the USA. In addition, this study is the first on QSRs to use SmartPLS as statistical tool for analyzing the collected data and simultaneously accounting the relationships between the constructs introduced in this study.

Details

British Food Journal, vol. 121 no. 11
Type: Research Article
ISSN: 0007-070X

Keywords

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