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From selected multi-sensory dimensions to positive word of mouth: Data on what really drives generation z consumers to be attached to quick service restaurants in bloemfontein, south africa?

ABSTRACT: This article presents raw inferential statistical data that determined the how selected multi-sensory dimensions such as sight, sound and smell would influence consumer attitudes towards quick-service restaurants, restaurant patronage intention, food purchase decision, food consumption satisfaction, restaurant attachment, repurchase intention and positive word of mouth in South African quick-service restaurants. To test the conceptual model an online questionnaire was used to collect data from Generation Z restaurant consumers within the metropolitan area of Bloemfontein, South Africa. The data were analysed using a quantitative approach. Reliability and validity were confirmed. The data was presented using Structural Equation modeling (SEM) using the Smart PLS program. The analysis of the SEM path shows estimates of the interconnectivity of the major constructs in the data. The findings from this dataset show that sight, sound and smell had on consumer attitudes towards quick-service restaurants and restaurant patronage intention. In addition, consumer attitudes towards quick-service restaurants and restaurant patronage intention had a positive influence on food purchase decisions. Food purchase decisions positively and significantly influenced food consumption satisfaction. Additionally, food consumption satisfaction positively and significantly influenced restaurant attachment, repurchase intention and positive word of mouth. Furthermore, restaurant attachment had a positive influence on repurchase intention and repurchase intention had a positive influence on positive word of mouth. Moreover, surprisingly, restaurant attachment had a negative and an insignificant influence on positive word of mouth.

SUBMITTER: Maziriri ET

PROVIDER: S-EPMC7494664 | biostudies-literature | 2020 Oct

REPOSITORIES: biostudies-literature

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From selected multi-sensory dimensions to positive word of mouth: Data on what really drives generation z consumers to be attached to quick service restaurants in bloemfontein, south africa?

Maziriri Eugine Tafadzwa ET Rukuni Tarisai Fritz TF Chuchu Tinashe T

Data in brief 20200907

This article presents raw inferential statistical data that determined the how selected multi-sensory dimensions such as sight, sound and smell would influence consumer attitudes towards quick-service restaurants, restaurant patronage intention, food purchase decision, food consumption satisfaction, restaurant attachment, repurchase intention and positive word of mouth in South African quick-service restaurants. To test the conceptual model an online questionnaire was used to collect data from G ...[more]

PMID: 32984472

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Project description:IntroductionIn the U.S., children regularly consume foods from quick-service restaurants, but little is known about the marketing strategies currently used inside quick-service restaurants. This study aims to validate a child-focused Environmental Assessment Tool for quick-service restaurants, evaluate marketing strategies inside and on the exterior of quick-service restaurants, and examine differences by community race/ethnicity or income.MethodsThe inter-rater and test-retest reliability of the Environmental Assessment Tool were assessed across the top 5 national quick-service restaurant chains. Marketing techniques in 165 quick-service restaurants (33 per national chain) in socioeconomically and racially/ethnically diverse communities throughout New England were examined in 2018-2019. Mixed methods ANOVA examined the differences in marketing techniques in 2020.ResultsThe inter-rater and test-retest reliability of the Environmental Assessment Tool were high (Cohen's κ>0.80). Approximately 95% of quick-service restaurants marketed less healthy foods, whereas only 6.5% marketed healthy options. When examining the differences by community demographics, there were significantly more price promotion advertisements inside and on the exterior of quick-service restaurants in lower-income communities. In addition, there was a greater number of child-directed advertisements with cartoon or TV/movie characters as well as fewer healthy entrée options and more sugar-sweetened beverage and dessert options on the children's menu inside quick-service restaurants in communities with higher minority populations.ConclusionsEnvironmental Assessment Tool is a valid tool to evaluate marketing inside quick-service restaurants. Results suggest that there is a substantial amount of unhealthy food and beverage marketing inside quick-service restaurants, with differences in the number and types of techniques used in lower-income and minority communities. Policies that limit quick-service restaurant marketing to children should be considered.

Dataset Information

From selected multi-sensory dimensions to positive word of mouth: Data on what really drives generation z consumers to be attached to quick service restaurants in bloemfontein, south africa?

Publications

From selected multi-sensory dimensions to positive word of mouth: Data on what really drives generation z consumers to be attached to quick service restaurants in bloemfontein, south africa?

Similar Datasets

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