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Please use this identifier to cite or link to this item: https://hdl.handle.net/2445/227820
Explaining actual purchase behaviour in quick-service restaurants: an approach integrating the theory of reasoned action and customers' service perception
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The aim of this study is to identify the factors that drive customers' actual purchase behaviour in a specific quick-service restaurant. To this end, a conceptual model is proposed that integrates constructs from the Theory of Reasoned Action (TRA) and the Service-Profit Chain.
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A total of 430 surveys (with corresponding purchase receipts) were collected from customers of a franchised quick-service restaurant belonging to a renowned international brand. Data were analysed using partial least squares structural equation modelling.
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MENDOCILLA MEREGILDO, Mario, MIRAVITLLES MATAMOROS, Paloma and MATUTE, Jorge. Explaining actual purchase behaviour in quick-service restaurants: an approach integrating the theory of reasoned action and customers' service perception. International Journal of Quality & Reliability Management. vol. 43. Vol. 4, num. 1057–1079, pags. 2026. ISSN 0265-671X. [consulted: 12 of June of 2026]. Available at: https://hdl.handle.net/2445/227820