Factors Affecting Customers Purchase Decision in Fast Food Restaurants: The Mediating Role of Dissatisfaction and Negative Word of Mouth

Document Type : Original Article

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Hotel Management Department, Cairo Higher Institute for Tourism and Hotels.

Abstract

This study aims to investigate fast food restaurants' present market position in Egypt and examine their current sales decline. The primary goals are to give a complete research analysis of customer negative perception elements as well as to demonstrate a relationship between dropping sales variables and a general shift in customer purchase decisions. For that purpose, an online survey was conducted, and 400 questionnaires were delivered via linked-in and a monkey survey, with 354 responses. Hayes SPSS Process Macro was conducted to assess hypothesis relationships. According to the findings of this study, customer dissatisfaction and word of mouth mediate the association between customer negative perception and purchase decision. Based on the study findings, restaurant owners and managers should consider how an outstanding experience, reasonable pricing, product quality, and the value obtained may increase customer satisfaction and word of mouth, which usually leads to customer purchase decisions.

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