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Explaining actual purchase behaviour in quick-service restaurants: an approach integrating the theory of reasoned action and customers' service perception

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Purpose
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.

Design/methodology/approach
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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International Journal of Quality & Reliability Management, vol. 43, num. 4, p. 1057–1079, 2026

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cc-by (c) Mendocilla, Mario et al., 2026

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Articles publicats en revistes (Empresa)

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Explaining actual purchase behaviour in quick-service restaurants: an approach integrating the theory of reasoned action and customers' service perception