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Gen Y consumers’ perceptions of quick service restaurant and the
mediating role of purchase intentions – A case study of
McDonald’s in Singapore
Christine Lim1* and Sheena Loh2
Received: 07/02/2013 Accepted: 12/06/2013

 

1Nanyang Business School & the Institute on Asian Consumer Insight, Nanyang Technological University, S3-B2B-65, 50 Nanyang Avenue, Singapore 639798; phone: +65 6790 4669; fax: +65 6794 1146; e-mail: This e-mail address is being protected from spambots. You need JavaScript enabled to view it
2Nanyang Business School, Nanyang Technological University, Singapore

*Corresponding author

Abstract

This paper examines purchase intentions and brand loyalty with five dimensions of Quick Service Restaurant. The objectives of the study are to investigate the associations between consumers’ perceptions of Quick Service Restaurant and brand loyalty, and whether purchase intentions mediate these relationships. The measures used for the constructs were adapted from past studies and our hypotheses were tested using online survey data. This research was conducted from the perspective of Generation Y consumers in Singapore and we used McDonald’s, the market leader in the Singapore fast food industry, as the context for this study. The findings provided support for all the hypotheses, namely, that consumers’ perceptions of location, product menu, food quality, service crew and collectibles were positively related to purchase intentions. Moreover, the results indicate that the purchase intention variable played a mediating role in the relationship between location, product menu, food quality and brand loyalty. The findings have some useful managerial implications for the foodservice industry.

 

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Keywords: quick service restaurant, consumers’ attribute perceptions, purchase intentions, brand loyalty, mediating role


Citation:Lim, C., S. Loh (2014) Gen Y consumers’ perceptions of quick service restaurant and the mediating role of purchase intentions – A case study of McDonald’s in Singapore. European Journal of Tourism Research 7, pp. 31-44

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European Journal of Тourism Research