I'm loving it but hating US: Understanding consumer emotions and perceived service quality of US fast food brands

Kashif, M, Awang, Z, Walsh, J and Altaf, U 2015, 'I'm loving it but hating US: Understanding consumer emotions and perceived service quality of US fast food brands', British Food Journal, vol. 117, no. 9, pp. 2344-2360.


Document type: Journal Article
Collection: Journal Articles

Title I'm loving it but hating US: Understanding consumer emotions and perceived service quality of US fast food brands
Author(s) Kashif, M
Awang, Z
Walsh, J
Altaf, U
Year 2015
Journal name British Food Journal
Volume number 117
Issue number 9
Start page 2344
End page 2360
Total pages 17
Publisher Emerald Publishing Limited
Abstract Purpose-The studies which connect international marketing emotions with perceived service quality are scarce. The purpose of this paper is to fill this knowledge gap and take into account the consumers' perceived animosity, religiosity, and ethnocentrism to connect these with perceived service quality and purchase intentions of US-based fast food brand chains currently operating in Pakistan. Design/methodology/approach-The authors collected data by means of a self-administered questionnaire, distributed among 500 consumers, randomly selected, patronized the four US fast food brands, namely, McDonalds, KFC, Pizza Hut, and Subway in the city of Lahore in Pakistan. The data are analyzed by employing Structural equation modeling (SEM) based on AMOS 21.0 software. Findings-Results of this study reveal that religiosity and ethnocentrism among Pakistani fast food consumers are low and do not influence the decision to purchase fast food brands. However, consumer emotions influence service quality perceptions-ultimately leading to purchase intentions. Originality/value-The study generally adds to marketing and specifically to international food service marketing knowledge by eliciting the role of religiosity, animosity, and ethnocentrism to delineate service quality and purchase intentions. Furthermore, the external validity of PAKSERV scale and the context of Pakistan-a collectivist Muslim country are also the unique products of this study.
Subject Marketing Management (incl. Strategy and Customer Relations)
Keyword(s) Animosity
Country of origin
Ethnocentrism
Fast food chains
Pakistan
PAKSERV
Religiosity
Service quality
DOI - identifier 10.1108/BFJ-01-2015-0040
Copyright notice © Emerald Group Publishing Limited.
ISSN 0007-070X
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