Consumer Purchase Intention at Traditional Restaurant and Fast Food Restaurant

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Consumer Purchase Intention At Traditional Restaurant And Fast Food Restaurant Wan Zawiyah Wan Halim, Abu Bakar Hamed, Universiti Utara Malaysia Abstract Remarkably little has been written on consumer purchase intention in the context of Malaysian restaurant industry milieu. The objective of this study is to examine correlation between consumer attitude, satisfaction, loyalty, and purchase intention at traditional restaurant and fast food restaurant. The results indicate that consumer loyalty was highly significantly related to consumer purchase intention at both types of restaurants. Acknowledging that consumer loyalty is the most significant variable that correlated with purchase intention, thus we infer that loyal customers would repurchase more and recommend their favorable restaurant to others. It is hope that the findings of this study would add to existing empirical research and knowledge in the local and global context to academicians and practitioners. Keywords: consumer attitude, consumer loyalty, consumer satisfaction, purchase intention, traditional restaurant, fast food restaurant

Background Malaysian restaurant industry is undergoing major changes due to rapid urbanization and changing lifestyles, which cause the increase in eating out trend and sways consumers’ choice on which types of restaurant to be visited. This eating out trend also has flourished the coexistent of traditional and fast food restaurants in Malaysia. Traditional restaurant is defined as non-fast food, processes of differentiation, with full or partially services that can be extended to cover many ethnic food operations (Wood, 1994). A fast-food restaurant is characterized as a quick services of franchised restaurant chain, which supplied the food quickly after ordering and minimal service offering for dining and takeout facilities (Elliot and Reed, 1999). Understanding that different people select different types of restaurants for eating out venue will recommend possible strategies for restaurateurs to attract consumers and position their meals by using appropriate marketing mix strategies. Pertaining to this circumstance, the current research attempts to examine the correlation between consumer attitude, satisfaction, loyalty, and purchase intention at traditional restaurant and fast food restaurant, respectively. Consumer purchase intention, consumer attitude, satisfaction and loyalty Whitlark, Geurts and Swenson (1993) define purchase intention as a purchase probability associated with an intention category at the percentage of individuals that will actually buy product. In the current study, we define consumer purchase intention as consumer who make a repetitious purchase and would return back to their preferred restaurants. Seeing that purchase intention is a subject of great interest to policy makers and business practitioners, knowing which variable that influence purchase intention are the most

ANZMAC 2005 Conference: Consumer Behaviour


important to a particular customer group and help restaurateurs to make predictions on consumers’ choice of restaurant. Based on Ajzen and Fishbein (1980) multi-attribute attitude model, we suggest that a consumer’s attitude towards restaurants food are determined by food attributes that influence theirs purchasing decisions. An attitude is described as the psychological tendency of a person to respond or behave, in a consistently positive or negative manner with respect to a stimulus as a result of their attitude toward that stimulus (Verdurme and Viaene, 2003). In the restaurant industry, customers’ level of satisfaction is strongly associated with repeated purchase intention and return patronage (Cho and Park, 2001). Cho and Park (2001) defined satisfaction as a summary response varying intensity, with a time specific point of determination and limited duration, directed towards focal aspects of product acquisition and consumption. Oliver (1999) asserted that the use of customer...
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