Purpose

This study examines the influence of service quality dimensions (food quality, physical environment quality and employee service quality) and brand image of fast-food restaurants on price fairness and its consequence on customer retention.

Design/methodology/approach

This survey collected 331 responses using the public intercept method. Data analysis involved performing confirmatory factor analysis (CFA) on the measurement model, followed by structural equation modeling. Moderation analysis was performed using SPSS (model1 in process macro), while mediation was performed using model 4 in process macro.

Findings

Empirical results of this study revealed the positive effect of restaurant service quality dimensions on price fairness and price fairness on customer retention. It also revealed that brand image strengthened the restaurant service-quality/price fairness interrelationship, and that customer satisfaction partially mediated the price fairness/customer retention interrelationship.

Research limitations/implications

Findings of this study are useful to marketers and fast-food restaurateurs in establishing the right combination of service quality dimensions and brand image that increase perceptions of price fairness and increase customer satisfaction and retention.

Originality/value

This study contributes to advancing the theoretical foundations of customers' perceived price fairness and retention research, specifically in the understudied fast-food sector of emerging economies. It extends the application of the equity theory to expose the direct and indirect influences on customer perceived price fairness and customer retention. The findings provide a better understanding of price fairness perceptions.

中文翻译：

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快餐店顾客对价格公平性认知的前因和后果

目的

本研究考察了快餐店的服务质量维度（食品质量、物理环境质量和员工服务质量）和品牌形象对价格公平性的影响及其对客户保留的影响。

设计/方法/方法

本次调查使用公共拦截方法收集了 331 份回复。数据分析涉及对测量模型进行验证性因素分析 (CFA)，然后进行结构方程建模。使用SPSS（过程宏中的模型1）进行调节分析，而在过程宏中使用模型4进行调解。

发现

本研究的实证结果揭示了餐厅服务质量维度对价格公平性和价格公平性对顾客保留的积极影响。它还揭示了品牌形象加强了餐厅服务质量/价格公平的相互关系，而顾客满意度在一定程度上调节了价格公平/顾客保留的相互关系。

研究限制/影响

这项研究的结果有助于营销人员和快餐店老板建立服务质量维度和品牌形象的正确组合，从而增加对价格公平的看法并提高客户满意度和保留率。

原创性/价值

这项研究有助于推进客户感知价格公平性和保留研究的理论基础，特别是在新兴经济体的未充分研究的快餐行业。它扩展了公平理论的应用，揭示了对客户感知价格公平性和客户保留的直接和间接影响。调查结果提供了对价格公平认知的更好理解。