THE EFFECT OF SERVICE QUALITY DIMENSIONS ON HEDONIC AND UTILITARIAN ATTITUDE AND BRAND PREFERENCE (CASE STUDY: FAST FOOD RESTAURANT INDUSTRY)

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RAFATI JAVAD; VALIJANI MANSOOREH; AGHAMOOSA REZA

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Journal: JOURNAL OF ECONOMICS & BUSINESS RESEARCH Year:2014 | Volume:5 | Issue:7 Page(s): 67-83

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Title

THE EFFECT OF SERVICE QUALITY DIMENSIONS ON HEDONIC AND UTILITARIAN ATTITUDE AND BRAND PREFERENCE (CASE STUDY: FAST FOOD RESTAURANT INDUSTRY)

Author(s)

RAFATI JAVAD | VALIJANI MANSOOREH | AGHAMOOSA REZA | Issue Writer Certificate

Keywords

SERVICE QUALITYQ2

HEDONIC ATTITUDEQ2

UTILITARIAN ATTITUDEQ2

CUSTOMER PREFERENCEQ2

RESTAURANT INDUSTRYQ2

Abstract

This research's main objective was the investigation on the effect of SERVICE QUALITY dimensions on hedonic and UTILITARIAN ATTITUDE and brand preference in fast food RESTAURANT INDUSTRY.For information gathering about research scope the researchers reviewed using two methods; library and field studies helping the index cards and questionnaires as tools for measuring the research variables. The research population was Boof chain restaurant customer in Tehran. Cluster sampling method was used to determine the respondents. A total of 450 questionnaires were distributed that 390 responses of which were used for data analysis. Data were analyzed using the Structural Equation Modeling (SEM) techniques. The research findings indicate that physical environment and outcome qualities had significant direct effect on HEDONIC ATTITUDE to consumption. Also interactional and outcome qualities had significant direct effect on UTILITARIAN ATTITUDEs. On the other hand, preference of one brand compared to others is dependent on both of hedonic and UTILITARIAN ATTITUDEs.

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References

EVALUATE SERVICE QUALITY IN PUBLIC SECTOR FOR FUZZY DATA

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APA: Copy

RAFATI, JAVAD, VALIJANI, MANSOOREH, & AGHAMOOSA, REZA. (2014). THE EFFECT OF SERVICE QUALITY DIMENSIONS ON HEDONIC AND UTILITARIAN ATTITUDE AND BRAND PREFERENCE (CASE STUDY: FAST FOOD RESTAURANT INDUSTRY). JOURNAL OF ECONOMICS & BUSINESS RESEARCH, 5(7), 67-83. SID. https://sid.ir/paper/201521/en

Vancouver: Copy

RAFATI JAVAD, VALIJANI MANSOOREH, AGHAMOOSA REZA. THE EFFECT OF SERVICE QUALITY DIMENSIONS ON HEDONIC AND UTILITARIAN ATTITUDE AND BRAND PREFERENCE (CASE STUDY: FAST FOOD RESTAURANT INDUSTRY). JOURNAL OF ECONOMICS & BUSINESS RESEARCH[Internet]. 2014;5(7):67-83. Available from: https://sid.ir/paper/201521/en

IEEE: Copy

JAVAD RAFATI, MANSOOREH VALIJANI, and REZA AGHAMOOSA, “THE EFFECT OF SERVICE QUALITY DIMENSIONS ON HEDONIC AND UTILITARIAN ATTITUDE AND BRAND PREFERENCE (CASE STUDY: FAST FOOD RESTAURANT INDUSTRY),” JOURNAL OF ECONOMICS & BUSINESS RESEARCH, vol. 5, no. 7, pp. 67–83, 2014, [Online]. Available: https://sid.ir/paper/201521/en

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