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Investigating the antecedents of African fast food customers' loyalty: a self-congruity perspective

Shamah, Rania
•
MASON, Michela Cesarina
•
MORETTI, Andrea
•
RAGGIOTTO, FRANCESCO
2018
  • journal article

Periodico
JOURNAL OF BUSINESS RESEARCH
Abstract
Does customer self-congruity drive loyalty in fast-food restaurants? A literature-based model has been tested using Structural Equation Modeling, on a sample of 911 North African fast-food customers (Egypt and Morocco). The model estimates both the direct and indirect relationships between self-congruity and loyalty. The indirect relationships estimated in the model are mediated by some key restaurant cues derived from existing literature on fast-food restaurants. The analysis is carried out in a quite underexplored context (North African markets), that needs to be further explored by academic research. Results clearly show the dominant role of self-congruity as an antecedent of loyalty in fast-food restaurants, and the prominent role of food as a mediator in the relationship self-congruity/loyalty. Findings should suggest managers the need to consider self-congruity as a key determinant of customer positioning.
DOI
10.1016/j.jbusres.2017.05.020
WOS
WOS:000431837600041
Archivio
http://hdl.handle.net/11390/1109310
info:eu-repo/semantics/altIdentifier/scopus/2-s2.0-85019671357
Diritti
open access
Soggetti
  • self-congruity

  • fast-food

  • North Africa

  • McDonald's, restauran...

  • loyalty

Scopus© citazioni
35
Data di acquisizione
Jun 7, 2022
Vedi dettagli
Web of Science© citazioni
37
Data di acquisizione
Mar 24, 2024
Visualizzazioni
7
Data di acquisizione
Apr 19, 2024
Vedi dettagli
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