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This study explores consumers' perceptions of purchasing fast food items through online platforms. The central idea of this research is to practically assess the various elements impacting the consumers’ perceptions of online purchasing of fast food items and find out the factors with high importance and performance value.

A quantitative research approach was used to collect data from 402 participants in the form of a pen-and-paper-based method using a 5-point Likert scale. The collected data were analyzed using structural equation modeling (SEM) and importance-performance analysis. Theory of planned behavior and technology acceptance model form the basis for this research.

The findings indicate that constructs such as convenience, perceived quality and perceived healthiness positively influence consumers' perceptions of online purchasing of fast food items. On the other hand, competitive prices, discounts and promotions (CPDP) and online shopping experience have no significant impact on perceived value for money.

A constraint of this study is that it was done in a particular geographical location, which restricts the generalizations of the findings. The study only examined consumers' perceptions of online fast food purchasing, and future research could explore consumers' actual behaviors toward personalized fast food recommendations by online sellers.

The research supports and extends the existing literature by comprehensively understanding consumers' perceptions of purchasing fast food online. These findings can help online fast food sellers improve their services and develop targeted marketing strategies.

Cultivating customer loyalty is extremely crucial for fast-food players to remain competitive in the industry. This research is discovering the path to cultivate customer loyalty through experience that is built based on auditory, gustatory, haptic, olfactory and visual cues.

Quantitative research has been conducted by distributing survey questionnaires to customers at selected fast-food restaurants in urban areas. The collected data has been analyzed by descriptive and structural equation modeling analysis.

The customers' loyalty to fast food can be cultivated through gustatory, haptic and olfactory cues. However, auditory and visual are not functioning as marketing cues to cultivate customer loyalty.

The fast-food players may emphasize gustatory, haptic and olfactory marketing cues to cultivate customer loyalty. These cues can be shared through experience.

This study has discovered the potential ways to cultivate customer loyalty in dining at fast-food restaurants within the Malaysian market.

This article aims to investigate the role of socioeconomic factors and individual time preferences in the demand for fast-food in Russia. An individual discount rate shows the ability of a person to postpone utility from consumption to future periods.

An individual discount rate is measured through a hypothetical money experiment. The database is the special survey of the Levada analytical center conducted in 2017. Multivariate probit model enables the authors to consider the possible endogeneity of individual discount rate and reveal the relationship between socioeconomic factors and frequent fast-food consumption.

Results show that a higher individual discount rate is related to frequent consumption of fast-food. At the same time, there are factors that provoke both a higher individual discount rate and the refusal of frequent consumption of fast-food. Findings advise the prioritization of measures highlighting the short-term benefits of healthy eating and the short-term costs of avoiding it.

To the authors' knowledge, this article is the first one which presents comprehensive investigation of microeconomic factors of fast-food consumption in Russia including individual time preferences of consumers.

Hospitality businesses are changing digitally to meet customer demands, provide value and stay competitive. Prior hospitality studies examined customers’ technology acceptance rather than digital technology readiness and acceptance. In addition, no studies have explored how restaurant customers’ digital transformation influences hedonic and utilitarian values and customer well-being. Therefore, this study aims to examine how fast-food restaurant customers’ digital transformation (i.e. technical readiness and acceptance) influences their perceived value and well-being.

This study provides a conceptual framework with six constructs. The data for this study were collected from fast-food restaurant customers in Egypt using a self-administered questionnaire.

According to the findings, customers’ technical readiness for digital transformation in fast-food restaurants substantially impacts their technology acceptance. In addition, customers’ perceived hedonic and utilitarian values are greatly influenced by their acceptance of fast-food restaurant digital technologies, and these perceived values significantly impact customer well-being.

This study presents several suggestions to improve customers’ readiness for digital transformation in fast-food restaurants and the impact on their technology acceptance and perceived value and well-being. Also, this study’s results could impact fast-food restaurants’ decisions to adopt new digital technologies (e.g. service robots) for their customers.

The study adds to the existing literature review by attempting to present a comprehensive picture of fast-food restaurant customers’ digital transformation (i.e. technical readiness and acceptance) and its impact on customers’ perceived values. A potential antecedent of fast-food restaurant customers’ well-being was also investigated: perceived hedonic and utilitarian values.

酒店业正在数字化转型, 以满足顾客需求、提供价值并保持竞争力。之前的酒店业研究主要关注顾客对技术的接受程度, 而不是数字技术准备和接受程度。此外, 没有研究探讨餐厅顾客的数字化转型如何影响享乐和功利价值以及顾客的幸福感。因此, 本研究旨在探讨快餐餐厅顾客的数字化转型（技术准备和接受程度）如何影响他们的感知价值和幸福感。

本研究提供了一个概念框架, 包括六个构面。本研究的数据通过自行填写问卷的方式从埃及的快餐餐厅顾客中收集。

根据研究结果, 快餐餐厅顾客的数字化转型技术准备程度显著影响其对数字技术的接受程度。此外, 快餐餐厅顾客对数字技术的接受程度极大地影响他们对享乐和功利价值的感知, 并且这些感知价值对顾客的幸福感产生显著影响。

本研究试图呈现出一个全面的快餐餐厅顾客的数字化转型（技术准备和接受程度）对顾客感知价值的影响机制。同时, 本研究还调查了快餐餐厅顾客幸福感的潜在前因：感知的享乐和功利价值。

本研究提出了一些建议, 以提高快餐餐厅顾客对数字化转型的准备程度, 并对他们的技术接受程度、感知价值和幸福感产生影响。此外, 本研究的结果会影响快餐餐厅采用新的数字技术（例如服务机器人）来为顾客提供服务的决策。

Scholars and professionals are interested in studying customer value in fast-food restaurants. Previous research on the customer value of fast-food restaurants mainly measured the dimensions and relationships of the customer value. However, the research has not examined a method for identifying sources of customer value in fast-food restaurants. Therefore, this study used customer orientation to find customer needs and generate customer value in fast-food restaurants.

This study presents a conceptual framework with six constructs. A questionnaire was used to gather empirical data from fast-food restaurant customers in Greater Cairo, Egypt. The suggested framework was evaluated using confirmatory factor analysis, reliability and validity analysis, standardized path coefficients and regression-based moderation analysis.

This study found that proactive customer orientation has a substantial direct and positive impact on customer perceived value. Customer perceived value is also positively influenced by responsive and proactive customer orientations, with customer desired value change intensity acting as a moderator. Customer perceived value substantially impacts customer satisfaction, and the latter substantially affects behavioural intention.

This study offers several suggestions for managers of fast-food restaurants on how to employ customer orientation to find current, latent and future customer desires to provide customer value.

This is the first research in the hospitality industry to demonstrate how responsive and proactive customer orientation may be used to recognize customer needs and provide the desired customer value.

The slow food movement has become increasingly widespread globally in recent years. This paper focuses on explaining how Turkish cuisine, which has a deep-rooted history, meshes with the slow food movement and how this movement affects consumer behavior.

Based on expert opinion analysis with academics knowledgeable about the food industry and gastronomy, this paper explores how the slow food movement in Turkiye is evolving and how consumers perceive it. Content analysis was applied to the data obtained from the personal interviews.

The authors find that the slow food movement creates a strong brand image for businesses that rely on emphasizing the responsibility to the ecological system while appealing to the five senses of consumers. It already shows great potential even in emerging markets where typical household discretionary income is modest.

Based on key theories regarding all sales activism cases, the authors have offered insights into the dynamics, motivations and techniques of the case. Ensuring the preservation of the slow food movement, framing and creating associations need to be examined.

Slow food is a movement that emerged against the standard, fast, tasty, but unhealthy products of the fast-food industry. It entails product variety, local flavors and preference for the single-flavor focus embedded in the fast-food movement. The movement started with considerations of gastronomy and later was institutionalized as a social movement phenomenon. Later, it expanded its base to activism, targeting various social issues.

The existing literature has examined the determinants of post-purchase behavioral intentions. However, less attention has been devoted to the factors that contribute to perceived usefulness of fast-food restaurants attributes. The current study considers the servicescapes and social servicescapes of restaurants as well as their relationship with customers' perceived usefulness, with the moderating role of customer experience. It also explores how perceived usefulness influences choice process satisfaction and subsequent behavioral responses, including revisit intention and negative word-of-mouth.

Data from 485 fast-food restaurant consumers in Pakistan were collected using purposive sampling. The data were analyzed using both structural equation modeling (SEM) through AMOS 24.0 and the PROCESS macro in IBM SPSS 27.0.

The research revealed that perceived usefulness in fast-food restaurant industry is positively influenced by servicescapes and social servicescapes. Similarly, choice process satisfaction is primarily caused by perceived usefulness and affects behavioral responses. It also found that choice process satisfaction is positively associated with revisit intentions and negative word-of-mouth. Customer experience significantly moderates the relationship between ambient condition, facility aesthetic, layout, perceived similarity and perceived usefulness. However, customer experience insignificant moderates the relationships of physical appearance and suitable behavior with perceived usefulness.

The findings provide insightful information for both academic and managerial fields, contributing to the literature on consumer psychology, consumer behavior, servicescapes and the stimulus-organism-response theory. The study also assists restauranteurs in the fast-food restaurant industry in overcoming the challenges posed by a highly competitive environment and developing strategies based on consumer perceptions.

This study, conducted in Pakistan, took a pioneer step in testing and confirming a novel perceived usefulness model that incorporates not only servicescapes but also social servicescapes in consumer behavior. It enhances the knowledge of consumer visit intentions by quantifying the significance of perceived usefulness developed by different servicescapes.

The purpose of this study is to investigate whether the lockdown and the increased spread of food delivery applications (FD Apps) during COVID-19 pandemic have augmented the consumption of fast foods.

A cross-sectional study was conducted on 673 adults from different regions of Saudi Arabia using an online questionnaire.

Data showed that 61% (N = 410) of participants used FD Apps during the pandemic. Among those users, 54.9% (225) were females and 70.5% were in the 18–44 years old group. Most FD Apps’ users were university graduates (74.4%). The increased use of FD Apps during the pandemic significantly affected the eating behavior and the nutritional pattern. It has further significantly augmented the consumption of fast foods (p-value < 0.05).

This study reports on the use of FD Apps during COVID-19 pandemic in Saudi Arabia and its impact on consumer eating pattern. This study shows the need for prudent use of these applications to limit ordering fast foods and consider healthier choices. It further calls for education programs, awareness campaigns, legislative measures and formal policies to rationalize the use of such applications for better nutrition, health and well-being.

This study proposes a model that influences customer citizenship behavior during COVID-19, and empirically tests the effects of fast-food restaurant customers' perceptions of justice (price and procedural justice) on trust; trust on satisfaction and loyalty; and trust, satisfaction and loyalty on customer citizenship behavior. Furthermore, it was questioned whether there was a disparity between customer expectations based on the restaurant's image and consumption experience.

The data were gathered from customers of fast-food restaurants in the shopping centers in Turkey. The data set, which included 437 valid questionnaires, was subjected to CFA for validity and reliability, SEM analysis for hypothesis and paired sample t-Tests for the research questions.

The findings of the study indicate that perceived justice affects customer trust, which, consequently, affects customer loyalty and satisfaction during the COVID-19 period. Findings also demonstrate that, while customer loyalty and trust increase customer citizenship behavior, customer satisfaction alone is insufficient to increase customer citizenship behavior. The study also shows that during the COVID-19 period, fast-food restaurants should have raised awareness of employees’ fair behaviors toward the customers and provided additional services to differentiate themselves in the market. Also, it indicates that customer expectations related to price, cleanliness and professional appearance of staff are not met after taking service.

No research has been found in the literature focusing on the expectations, justice, trust, satisfaction, loyalty and citizenship behaviors of fast-food restaurant customers in the COVID-19 pandemic process. Therefore, the results can fill the gap in relevant literature by testing the relationships between justice, trust, satisfaction, loyalty and citizenship during the pandemic and provide inferences for fast-food business owners.

The intense competition among restaurant brands made it difficult to retain and engage customers. Service innovation can play a vital role to serve this purpose, however, restaurant brands' efforts to bringing innovativeness may not yield desired results unless customers perceive them innovative. Therefore, the present study aims to investigate the role of customer perceived innovativeness (CPRI) in enhancing brand love and evangelism among customers. This study compares these effects between fast-food and continental restaurants to offer deeper insights.

Data were collected from 303 customers of fast-food and continental restaurants through self-administered structured questionnaire. The reliability and validity were established through confirmatory factor analysis. The hypotheses were tested using structural equation modeling and multi-group SEM with MPlus.

The findings of this study reveal that menu, experiential and promotional innovativeness dimensions of CPRI positively influence brand love. The effects of CPRI dimensions transcend to brand evangelism dimensions, i.e. brand purchase intension, positive brand referrals and oppositional brand referrals via brand love. The multi-group analysis showed that continental restaurants' menu innovativeness strongly impacts brand love and evangelism while promotional innovativeness matters more in the context of fast-food restaurants.

This study helps restaurant managers in devising tailor made strategies for fast-food and continental restaurants by focusing on the relevant attributes to bring innovation.

This research is one of the pioneering studies to investigate the relationship of CPRI with brand evangelism through the mediating role of brand love. This study also marks an initial attempt to compare fast-food and continental restaurants in the context of CPRI.