A comparison of the relationship marketing outcomes of SMEs vs large enterprises in the Kuwait fast food industry

2019 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Richard A. Heiens ◽  
Larry P. Pleshko ◽  
Ahmed A. Ahmed
Keyword(s):  
Relationship Marketing ◽  
Fast Food ◽  
Food Industry ◽  
Emerging Market ◽  
Customer Relationships ◽  
Preference Ranking ◽  
Fast Food Industry ◽  
Home Office ◽  
Content Type ◽  
Large Enterprises

Purpose The purpose of this paper is to investigate the effects of retail chain size on a variety of relationship marketing performance measures in the Kuwait fast food industry. These include customer satisfaction, customer retention, penetration rate, preference ranking and share of customer. Design/methodology/approach A total of 49 fast food chains, operating a total of 508 restaurants, were included in the study. Interviews with the home office marketing managers of each chain were conducted. In addition, a quota sample of 650 consumers representative of the Kuwait population with respect to age and gender was selected for participation in the study. Findings Findings suggest that large enterprises (LE) exhibit superior outcomes than small- and medium-sized enterprises (SMEs) on many relationship marketing (RM) performance dimensions, including satisfaction, retention, penetration, preference and share of customer. In contrast, SMEs appear to have few advantages in achieving RM outcomes over LEs. Larger firms appear to use their superior resources to take actions to develop and manage customer relationships in ways that smaller firms cannot. Originality/value Kuwait is an important emerging market in the Middle East, and managers need to understand the dynamics of this specific market.

An examination of social media advertising features, brand engagement and purchase intention in the fast food industry

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Jalal Rajeh Hanaysha
Keyword(s):  
Social Media ◽  
Fast Food ◽  
Purchase Intention ◽  
Food Industry ◽  
Partial Least Square ◽  
Fast Food Industry ◽  
Content Type ◽  
Brand Engagement ◽  
Social Media Advertising ◽  
Perceived Relevance

PurposeThis study aimed to investigate the impact of social media advertising features (interactivity, perceived relevance, informativeness and entertainment) on brand engagement in the fast food industry. It was also designed to identify the effect of brand engagement on purchase intention.Design/methodology/approachThe data was gathered from 258 customers of fast food restaurants in United Arab Emirates using an online survey. The collected data was analyzed via the partial least square approach (PLS-SEM) to verify the hypotheses and reach at conclusions.FindingsThe findings indicated that social media advertising features have positive effects on brand engagement. In particular, it was found that interactivity, perceived relevance, informativeness and entertainment are positively associated with brand engagement. The results also confirmed that brand engagement has a positive effect on purchase intention.Originality/valueThis study provides a noteworthy contribution to the literature by examining the effect of four unique social media advertising features on consumer engagement. By looking at previous studies, it can also be observed there is a limited empirical research on the effect of perceived relevance and informativeness on brand engagement. It further focuses on covering existing gaps in the literature concerning the effect of brand engagement on purchase intention in the fast food industry setting. This is one of the earlier studies that collectively examined these factors in model; particularly, in fast food industry setting with empirical data from a Middle East country.

Driving customer loyalty in the Malaysian fast food industry

2019 ◽  
Vol 11 (6) ◽  
pp. 1367-1387 ◽  
Author(s):  
Farzana Quoquab ◽  
Nur Zulaikha Mohamed Sadom ◽  
Jihad Mohammad
Keyword(s):  
Customer Loyalty ◽  
Fast Food ◽  
Food Industry ◽  
Service Providers ◽  
Partial Least Square ◽  
Mediating Effect ◽  
Fast Food Industry ◽  
Content Type ◽  
The Impact ◽  
The Relationship

Purpose Although the importance of halal logo in determining purchase intention has been recognized in the marketing literature, there is a dearth of study that has examined the impact of halal logo toward customer loyalty. To fulfill this gap, this study aims to shed some light on the impact of halal logo toward achieving customer loyalty in the context of fast food industry in Malaysia. More specifically, the objectives of this study are: to examine the direct and indirect effect of halal logo on customer loyalty; to examine the effect of halal logo on trust and perceived reputation; to examine the effect of halal logo and perceived reputation on customer loyalty; and to examine the mediating effect of trust and perceived reputation in the relationship between halal logo and customer loyalty among the fast food industry consumers in Malaysia. Design/methodology/approach This study used stimulus-organism-response (S-O-R) theory as the theoretical basis. The data were collected via self-administered survey questionnaire consisting 117 Muslim fast food consumers. Partial least square (SmartPLS, version 3) was used to test the study hypotheses. Findings Results of this study revealed that halal logo, directly and indirectly affect customer loyalty. Moreover, perceived reputation and trust also found to be positively related to customer loyalty. Research limitations/implications The data were collected from Malaysian Muslim consumers. Future studies can consider non-Muslim consumers to compare the loyalty pattern among Muslim and non-Muslim consumers. Practical implications The findings from this study will benefit fast food industry marketers who are targeting Muslim consumer segment and also those marketers who are operating their franchise business in Muslim majority countries. The findings suggest that halal logo helps service providers to create positive perceived reputation and to build trust among consumers, which eventually lead customer loyalty. It is expected that the findings of this study will assist the halal fast food industry marketers to better strategize their marketing efforts in retaining the Muslim customer base. Originality/value Using S-O-R theory, this study examines halal logo as the key driver of customer loyalty, which is comparatively a new link. Moreover, this study examines the mediating effects of perceived reputation and trust in the relationship between halal logo and customer loyalty, which are not tested in previous literature in the field.

scholarly journals Antecedents of brand hate in the fast food industry

2019 ◽  
Vol 23 (2) ◽  
pp. 227-248 ◽  
Author(s):  
Sharizal Hashim ◽  
Sheraz Kasana
Keyword(s):  
Relationship Quality ◽  
Fast Food ◽  
Food Industry ◽  
Design Methodology ◽  
Negative Emotion ◽  
Primary Data ◽  
Fast Food Industry ◽  
Content Type ◽  
Poor Relationship ◽  
Brand Hate

PurposeThe purpose of this paper is to explore the concept of brand hate in detail which is the extreme negative emotion toward brands, by giving a comprehensive explanation concerning how brand hate evolves in consumers. More specifically, antecedents of brand hate are empirically assessed in this study.Design/methodology/approachThis study used primary data from 250 fast food brand consumers in Pakistan. Multiple regression analysis in SPSS was used to test the hypotheses related to the antecedents of brand hate.FindingsResults indicate that brand hate is instigated by five antecedents, which are negative past experience, symbolic incongruity, poor relationship quality, ideological incompatibility and rumor, with rumor being the biggest instigator.Originality/valueAntecedents of brand hate are assessed theoretically and empirically in this study which helps in understanding the true form of brand hate. More specifically, poor relationship quality and rumor are presented as the antecedents of brand hate according to the recommendations of the theory of hate.

PETAWRAP: the Indian grilled wraps

2011 ◽  
Vol 1 (3) ◽  
pp. 1-12
Author(s):  
Sonia Mehrotra
Keyword(s):  
Business Model ◽  
Business Strategy ◽  
Fast Food ◽  
Food Industry ◽  
Low Cost ◽  
Business Environment ◽  
Competitive Dynamics ◽  
Fast Food Industry ◽  
Content Type ◽  
Behavior Shift

Subject area Entrepreneurship; Business Strategy; Business Environment courses. Study level/applicability This case is appropriate for use in Masters in Business Administration (MBA) programs as well as advanced undergraduate courses. The case provides an apt simulation of the emerging Indian fast food companies in the competitive dynamics of Indian business environment. Case overview Rakesh an MBA graduate from the University of Hartford, Connecticut, after four years of corporate experience, made a decision to start a business of his own. Thus, was born Infusions Foods Pvt Ltd (IFPL) an entrepreneurial venture of Rakesh Raghunathan. IFPL launched its fast food chain of grilled wraps under the brand name of PETAWRAP. The brand was positioned to target the recent consumer behavior shift of Indian consumers which was towards healthy, nutritious food combined with the concept of necessity-based eating out.IFPL had successfully opened six company owned outlets by March 2011. Their strategy for success was built on the age-old four-point formula of a good-quality product, at value for money prices, delivered efficiently to the customers. The absence of “a hygienic branded product” in this Indian fast food industry contributed to the initial success of their company. Rakesh believed that key to building the brand image depended on quality in terms of operations standardization and product quality. Expected learning outcomes The case is structured to achieve the following pedagogical objectives: To identify the forces on which of an entrepreneurial opportunity is dependent; To analyze the changes in competitive dynamics of Indian fast food industry and identify the factors that lead to the emergence and acceptance of PetaWrap; To understand the challenges of building a brand in low-cost business model and the economics of cost incurred; To evaluate the business strategy and the business model adopted by the company for expansion. Supplementary materials Teaching notes

A Study on Determining The Factors Impacting Consumer Perception Regarding The Online Food Delivery Apps in Guwahati

GIS Business ◽  
2019 ◽  
Vol 14 (6) ◽  
pp. 521-542
Author(s):  
Saroj Kumar Koiri ◽  
Subhadeep Mukherjee ◽  
Smriti Dutta
Keyword(s):  
Fast Food ◽  
Food Industry ◽  
Food Preferences ◽  
Food Delivery ◽  
Consumer Perception ◽  
Fast Food Industry ◽  
The People ◽  
Indian Food ◽  
Consumer's Perception

Today, fast food industry is growing rapidly in India. It is getting adapted and also being upgraded according to Indian food requirements. Online food ordering apps and sites are developed in order to meet consumer’s expectations. With the changing food preferences and habits of the people, it is necessary to know what factors impact the consumer’s perception regarding online food delivery apps.

scholarly journals The McDonaldization of Academic Libraries?

2015 ◽  
Vol 76 (3) ◽  
pp. 339-352 ◽  
Author(s):  
Brian Quinn
Keyword(s):  
Academic Libraries ◽  
Fast Food ◽  
Food Industry ◽  
Fast Food Industry ◽  
University Of Maryland ◽  
The University

George Ritzer, a sociologist at the University of Maryland, has proposed an influential thesis that suggests that many aspects of the fast food industry are making their way into other areas of society. This article explores whether his thesis, known as the McDonaldization thesis, is applicable to academic libraries. Specifically, it seeks to determine to what extent academic libraries may be considered McDonaldized, and if so, what effect McDonaldization may be having on them. It also investigates some possible alternatives to McDonaldization, and their implications for academic libraries.

scholarly journals McDonald's — Much Maligned, But an Engine of Economic Development

2007 ◽  
Vol 7 (4) ◽  
pp. 1850123 ◽  
Author(s):  
Adrian E. Tschoegl
Keyword(s):  
United States ◽  
Economic Development ◽  
Fast Food ◽  
Food Industry ◽  
The United States ◽  
External Effects ◽  
Fast Food Industry ◽  
The Us ◽  
Per Se ◽  
Backward Linkages

Critics have excoriated the US fast-food industry in general, and McDonald's most particularly, both per se and as a symbol of the United States. However, examining McDonald's internationalization and development abroad suggests that McDonald's and the others of its ilk are sources of development for mid-range countries. McDonald's brings training in management, encourages entrepreneurship directly through franchises and indirectly through demonstration effects, creates backward linkages that develop local suppliers, fosters exports by their suppliers, and has positive external effects on productivity and standards of service, cleanliness, and quality in the host economies.

scholarly journals Multi-Unit Ownership in Franchising: Evidence from the Fast-Food Industry in Texas

2004 ◽  
Vol 35 (4) ◽  
pp. 747 ◽  
Author(s):  
Arturs Kalnins ◽  
Francine Lafontaine
Keyword(s):  
Fast Food ◽  
Food Industry ◽  
Fast Food Industry
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