Please use this identifier to cite or link to this item: https://hdl.handle.net/10419/245120 
Year of Publication: 
2021
Citation: 
[Journal:] Cogent Business & Management [ISSN:] 2331-1975 [Volume:] 8 [Issue:] 1 [Publisher:] Taylor & Francis [Place:] Abingdon [Year:] 2021 [Pages:] 1-27
Publisher: 
Taylor & Francis, Abingdon
Abstract: 
This research examined how multi-sensory dimensions like sight, sound, and smell would influence customer attitudes toward quick-service restaurants, restaurant patronage intentions, food purchasing decisions, food consumption satisfaction, restaurant attachment, repurchase intention, and positive word of mouth in South African quick-service restaurants. The research embraced a quantitative approach. An online questionnaire was used to collect data from restaurant customers in the Bloemfontein metropolitan. The hypotheses were analysed by applying structural equation modelling. The results uncovered that the study variables were significantly associated and surprisingly, restaurant attachment had a negative and insignificant effect on positive word of mouth. This research adds new fresh knowledge to the established body of knowledge in the context of restaurant food consumption behaviour. This area has little research attention in developing African countries like South Africa.
Subjects: 
sound
sight
smell
sensory-dimensions
food
purchase-decision
customer Subjects
Persistent Identifier of the first edition: 
Creative Commons License: 
cc-by Logo
Document Type: 
Article

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