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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 purpose of this paper is to examine the impact of the five dimensions of service quality on customer satisfaction in the UK fast food market and to indicate which factors among the five dimensions have a main role in driving overall customer satisfaction.

Primary data in the form of 147 questionnaire responses were been collected from a variety of quick service fast food restaurants in the UK. Likert seven-point rating scales were used to structure the questionnaire. Data were collected from the customers at two KFC restaurants, two McDonald’s restaurants, and one Burger King Restaurant.

The results of the analysis indicate that tangibles, responsiveness and assurance play the most important role in driving customer satisfaction in the UK fast food industry, followed by reliability and empathy. Results of correlation and regression analysis show that physical attributes (tangible) of service quality are key to customer satisfaction. In a nutshell, the tangibles variable is the most important factor driving customer satisfaction in the context of the UK fast food market.

This research incorporates unique and original insights in relation to the British fast food restaurants market and the results constitute novel findings pertaining to the importance of physical facilities and attributes. This account of the relative importance of service quality dimensions in fast food restaurants in the UK adds value to the field. The findings of this research have contributed to a better understanding of the main factors that influence service quality and customer satisfaction and have implications from a managerial point of view in the highly competitive UK fast food and wider foodservice industry.

To help fast‐food restaurants enhance their competitiveness and then increase their market share, the purpose of this paper is to measure the service performances of fast‐food restaurant franchises in the USA and identify salient factors influencing the service performances of fast‐food restaurants over time.

This paper develops a set of benchmarks that helps fast‐food restaurants monitor their service‐delivery process, identify relative weaknesses, and take corrective actions for continuous service improvements using analytic hierarchy process and competitive gap analysis.

This study reveals that a service attribute considered most important to the fast‐food restaurant customers' impressions of service quality is taste of food. This preference has not been changed over time. Also, we found a pattern of the correlation between the overall level of customer satisfaction with the fast‐food restaurant and its word‐of‐mouth reputation. Furthermore, we discovered that the customers tended to be more favorable to easily accessible and national fast‐food restaurant franchises than less accessible, relatively new, and regional counterparts.

The current study is limited to the evaluation of comparative service quality in the USA. Thus, this study may not capture the national differences in the restaurant customers' perceived service quality.

For the last four decades, Americans' obsession with fast serving, cheap meals has made the fast‐food restaurant a mainstay in their daily life. As the appetite for fast food grows, every corner of the American Society has been infiltrated by fast‐food restaurants. With the increasing number of fast‐food restaurants competing in the market, their survival often rests on their ability to sustain high‐quality services and meet changing needs/preferences of customers. This paper provides practical guidelines for enhancing the competitiveness of the fast‐food restaurant franchise.

This paper is one of the first to compare the service quality of fast‐food franchises in the USA and develop dynamic service quality standards for fast‐food restaurant franchises using a longitudinal study.

Past research showed that overly positive attitudes and intentions towards fast food contribute to obesity. In the face of rising childhood obesity, the purpose of this paper is to explore attitudinal and behavioral reasons behind adolescents' suboptimal food choices. It tests hypotheses about differences between teenagers and adults in customer attitudes and intentions regarding fast food restaurants.

The hypotheses are tested with German survey data and moderated regression analysis.

Teenagers do not underestimate the negative effects of fast food. However, their decision making fails to incorporate existing knowledge on competitive advantages and gives greater weight to customer satisfaction compared with adults. Behavioral differences between teenage and adult consumers result from differences in cognitive development rather than social pressure.

As this study uses subjective consumer data from Germany, future research could validate the conclusions with objective behavioral data from various countries.

Of importance to fast food restaurant managers, the primary determinants of customer attitudes and intentions are food quality, the public brand image, social recognition, and perceived competitive advantages. By contrast, service quality and perceived value are less influential. Satisfying teenage customers is more important than informing them about competitive advantages.

The results imply that fast food‐related childhood obesity may be caused by lack of rationality rather than peer pressure or lack of knowledge.

As an original contribution, the paper compares adolescents' and adults' decision making regarding fast food restaurants and captures the regularly overlooked influences of the public brand image, social recognition, and perceived competitive advantages.

The purpose of this paper is to explore the antecedents of product evaluations and behavioural intentions regarding fast-food restaurants. Research tests the moderating effects of tradition on selected relationships in Croatia and Serbia. Further, it tests consumer willingness to use services in domestic and foreign fast-food restaurants.

Samples were collected from 332 and 362 respondents from Croatia and Serbia, respectively. The validity of the model was tested with confirmatory factor analysis, and structural equation modelling was used to determine main and interaction effects.

For both foreign and domestic fast-food restaurants, variety seeking and cosmopolitanism had a positive impact on consumer evaluations and behavioural intentions, while the desire for unique products had a negative impact. Personal innovativeness had a positive impact on evaluations and intentions regarding foreign restaurants but a negative impact for domestic restaurants. A moderating effect of tradition was more present in the Serbian sample.

This study is the first to use the theory of planned behaviour and theory of social identity to investigate the impact of variety seeking, desire for unique products, cosmopolitanism and personal innovativeness on consumption in fast-food restaurants in two emerging countries in the country of origin context. Furthermore, it also provides information for researchers and marketers on fast-food consumption antecedents in different countries. New insights are provided for the moderating role of tradition.

There are different factors that affect customers' experiences at restaurants, and this could lead towards the selection or rejection of a fast food restaurant. The primary purpose of this study is to explore the factors that are important for the selection of restaurants and also to identify the cultural or regional differences in consumer behaviours amongst student customers in relation to international fast food restaurants.

A total of 447 questionnaires were randomly distributed among university students of three cities. Data analysis was done in SPSS Version 17. Important factors were identified by factor analysis and ANOVA was used to measure the differences (among cities).

According to the findings, customers considered price, variety of food, promotional deals and timely service as the important factors for the selection of fast food restaurants. Different factors were found in different cities. This implies that the choice and selection criteria of customers from different cities in the same country for fast food restaurants may vary.

The results of this study should only be generalised to the fast food sector as the research only explored the fast food industry. The respondents were selected only from university students of three cities in Pakistan. Other customer segments and geographical areas should be included in future studies.

The results enable marketers to focus on key points in formulating different strategies, like designing the pricing strategy, the service blueprint, the menu, and positioning and promotional strategies, so that they can provide memorable experiences to customers. The findings also suggest that while operating in multicultural countries, customers need to observe closely. Also, adaptation to local cultures should not be limited to the national level; it should also be tailored to the regional level (cities).

This paper puts forward the selection criteria for fast food restaurants in a large and ethnically diverse country like Pakistan. The paper also provides useful information for both academicians and marketers about new and emerging areas in how consumer choices vary in culturally diverse nations.

The purpose of this study is to investigate the effect of fast-food restaurant service quality (compound effect of food quality, physical environment quality and employee service quality) and its dimensions (when acting independently) on customer perceived value, satisfaction and behavioural intentions.

Data was collected from 400 fast-food restaurant customers in Fiji using a public-intercept survey. The study used descriptive and inferential analysis. This research also used backward elimination multiple regressions to test the hypotheses of this study.

The compound effect of fast-food restaurant service quality dimensions on customer perceived value revealed food quality and physical environment quality are significant determinants of customer perceived value, however employee service quality is not. In contrast, the effect of the fast-food service quality dimensions acting independently on customer perceived value revealed the three dimensions are significant determinants of customer perceived value. Results also confirmed that customer perceived value is a significant determinant of customer satisfaction and customer satisfaction is a significant determinant of behavioural intentions.

This study highlights to fast-food restaurateurs and marketers the importance of determining the compound effect of fast-food restaurant service quality dimensions, delivering the right combination of fast-food restaurant service quality dimensions to customers and not singling out dimensions in an attempt to enhance restaurant service quality.

This study makes important contributions towards understanding the compound effect of fast-food restaurant service quality dimensions and the independent effect of these dimensions on the formation of customer perceived value, customer satisfaction and behavioural intentions.

The purpose of this paper is to help fast‐food restaurants successfully penetrate foreign markets and then strengthen their foothold in those markets by identifying cross‐cultural differences in the perceived service quality of fast‐food restaurants; and by examining how those differences affect the globalization of fast‐food restaurant franchises based in the USA and Korea.

This paper develops a set of target performance standards that helps fast‐food restaurants monitor their service delivery process, identify relative weaknesses, and take corrective actions for continuous service improvements in cross‐cultural settings using analytic hierarchy process and competitive gap analysis.

This study reveals that a service attribute considered most important to the fast‐food restaurant customers' impressions of service quality differs from one country (USA) to another (Korea). It was found that US customers valued taste of food most whereas Korean customers valued cleanliness most. Also, it was discovered that Koreans considered employee courtesy far more important for their service impression of service quality than Americans, while they were less concerned about food price than their US counterparts. Furthermore, Koreans tended to be more brand‐conscious than Americans and thus considered word‐of‐mouth reputation more seriously than Americans for restaurant selection.

The current study is limited to the evaluation of comparative service quality of fast‐food restaurants in only two countries (namely the USA and Korea). Thus, this study cannot be generalized to the restaurant customers' perceived service quality in other countries or cultural settings. Also, this paper focuses on the performance aspect of benchmarking rather than the strategic aspect of benchmarking.

Saturated with the US restaurant market selling fast‐serving and cheap meals, a growing number of US fast‐food restaurant franchises began to explore foreign markets to increase world‐wide customer bases. However, it is not easy for them to duplicate their domestic success in foreign soils due to different needs, tastes, and preferences of foreign customers. This paper helps the fast‐food restaurant franchises develop viable market penetration and localization strategies and then provides practical guidelines for enhancing their competitiveness in the emerging foreign markets.

This paper is one of the first to compare the service quality of fast‐food franchises in the USA to that of Korean fast‐food restaurant franchises from the cross‐cultural perspectives.

This study aims to simultaneously examine the interrelated influence of antecedents involved in developing fast-food restaurant customer loyalty. A conceptual model which incorporates service quality attributes, price fairness, customer satisfaction, brand image and trust and the resultant effect on customer loyalty is proposed to better understand how fast-food restaurant customer loyalty can be optimized.

A quantitative research methodology adopting structural equation modelling was used to understand the interrelatedness and influence of antecedents involved in optimizing fast-food restaurant customer loyalty.

The findings indicate that service quality attributes (food quality and employee service quality) and price fairness significantly influence customer satisfaction and brand image, while physical environment quality has no significant influence. Additionally, customer satisfaction was found to influence brand trust and customer loyalty, while the brand image does not influence customer satisfaction but does influence brand trust and customer loyalty.

Understanding the interrelatedness and influence of antecedents involved in developing fast-food restaurant customer loyalty would enable academics and practitioners to formulate honed marketing and operational strategies to optimize customer loyalty and fast-food restaurant profitability.

This research addresses the paucity of research and marketing gaps regarding the interrelatedness and influence of antecedents involved in optimizing fast-food restaurant customer loyalty in Small Island Developing States (SIDS).