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dc.contributor.authorThaichon, Paramaporn
dc.contributor.authorQuach, Sara
dc.contributor.authorSurachartkumtonkun, Jiraporn
dc.date.accessioned2019-07-02T12:31:25Z
dc.date.available2019-07-02T12:31:25Z
dc.date.issued2019
dc.identifier.issn1178-8933
dc.identifier.doi10.14707/ajbr.190057
dc.identifier.urihttp://hdl.handle.net/10072/385971
dc.description.abstractThe current study aims to explore the hedonic and utilitarian values offered through fast food attributes (e.g. menu items, calorie information, location, etc.) and the impact of these values on customer consumption. Interviews were orchestrated with store managers of different fast food chains. The findings show that a hedonic value is delivered through the use of marketing strategies by offering a variety of menu items, menu customization and fun activities in promotional materials. Some fast food marketing strategies – which include simplifying the menu classification, displaying kilojoules information, and locating at convenience location – are intended to offer utilitarian value. The hedonic values tend to offer enjoyment and excitement in fast food consumption and could result in an increase in sales for a certain period of time. The utilitarian values are task-oriented consumption, which tends to motivate regular customers to visit fast food restaurants. The study concluded the findings into three attributes including excitement, performance, and threshold attributes. Furthermore, the study offers insightful managerial implications in which we discuss the potential impact of fast food marketing attributes on customer satisfaction using Kano’s model.
dc.description.peerreviewedYes
dc.publisherAsia Business Research Corporation Ltd.
dc.relation.ispartofpagefrom81
dc.relation.ispartofpageto101
dc.relation.ispartofissue1
dc.relation.ispartofjournalAsian Journal of Business Research
dc.relation.ispartofvolume9
dc.subject.fieldofresearchMarketing Management (incl. Strategy and Customer Relations)
dc.subject.fieldofresearchcode150503
dc.titleIntention to Purchase at a Fast Food Store: Excitement, Performance and Threshold Attributes
dc.typeJournal article
dc.type.descriptionC1 - Articles
dc.type.codeC - Journal Articles
dc.description.versionPublished
gro.rights.copyright© 2019 Asia Business Research Corporation Limited. The attached file is reproduced here in accordance with the copyright policy of the publisher. Please refer to the journal's website for access to the definitive, published version.
gro.hasfulltextFull Text
gro.griffith.authorThaichon, Park
gro.griffith.authorSurachartkumtonkun, Jiraporn
gro.griffith.authorThaichon, Sara Q.


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