Customer satisfaction in the Brazilian Fast Food Franchise Segment

  • Edgard Monforte Merlo FEARP/São Paulo University
Keywords: Retail Management, Fast Food Franchise.

Abstract

In a market with great competition, store image associated with quality and brand  become an important competitive tool, meanly when it was associated to perceived customer satisfaction. The main objective of this study was to analyze the influence of image, brand and quality on customer satisfaction in the fast food segment. Data analysis was conducted through multivariate techniques to verify the significance of the relationship between variables analyzing two of the five biggest fast food channels in Brazil. The results showed that brand and quality were the most valued variables according to perceived customer satisfaction. In the model used, brand presented the greatest explanatory power. Based on the multiple coefficient of determination (adjusted R2), quality, image and brand as a group explained about 62.7% (Franchise 1) and 61.3% (Franchise 2) of the search for satisfaction, being that only quality and brand were statistically significant. 

Author Biography

Edgard Monforte Merlo, FEARP/São Paulo University
Business Department

References

Aaker, DA (1998). Marcas: gerenciando o valor da marca. São Paulo: Negócio.

American Marketing Association (2014). Dictionary. Accessed 21st September, available at: www.marketingpower.com/_layouts/Dictionary.aspx?dLetter=B.

Anderson, EW (1998). Customer satisfaction and word of mouth. Journal of Service Research, 1(1), 5-17.

Assael, H (1996). Customer behavior and marketing action. Boston: PWS Kent.

Associação Brasileira de Franchising (2014). Evolução do setor 2003-2013. Accessed 3th August, available at: www.portaldofranchising.com.br/numeros-do-franchising/evolucao-do-setor-de-franchising.

Baltas, G, Argouslidis, PC, Skarmea, D (2010). The role of customer factors in multiple store patronage: a cost-benefit approach. Journal of Retailing, 86(1), 37-50.

Bloemer, J & Ruyter, K (1998). On the relationship between store image, store satisfaction and store loyalty. European Journal of Marketing, 32(5/6), 499-513.

Bloemer, J & Schroder, G (2002). Store Satisfaction and store loyalty explained by customer and store related factors. Journal of Customer Satisfaction, Dissatisfaction and Complaining Behavior, 15, 68-80.

Boucinhas, F (2014). Raio X do varejo brasileiro. Accessed 21st September, available at: www.portalnovarejo.com.br/pdfs/PPT-Boucinhas-Consultoria.pdf. .

Brakus, JJ, Schmitt, BH, Zarantonello, L (2009). Brand experience: what is it? How is it measured? Does it affect loyalty? Journal of Marketing, 73(3), 52–68.

Burt, S & Carralero-Encinas, J (2000). The role of store image in retail internationalization. International Marketing Review, 17, 433-453.

Bussab, WO, & Samartini, ALS (2006). Modelos com variáveis latentes aplicados à mensuração da importância de atributos. In Anais do XXX Encontro da Associação Nacional de Pós-Graduação e Pesquisa em Administração.

Cadotte, ER, Woodruff, RB, Jenkins, RL (1987). Expectations and norms in models of customer satisfaction. Journal of Marketing Research, 24, 305-314.

Cardozo, RN (1965). An experimental study of customer effort, expectation and satisfaction. Journal of Marketing Research, 2(3), 244-249.

Chang, E & Luan, B (2010). Chinese customers’ perception of hypermarket store image. Asia Pacific Journal of Marketing and Logistics, 22(4), 512-527.

Churchill, GA & Suprenant, C (1982). An investigation into the determinants of customer satisfaction. Journal of Marketing, 19(4), 491-504.

Cronin, JJ, Brady, MK, Hult, GTM (2000). Assessing the effects of quality, value, and customer satisfaction on customer behavior al intentions in service environments. Journal of Retailling, 76(2), 193-218.

Cronin, JJ & Taylor, SA (1992). Measuring service quality: a reexamination and extension. Journal of Marketing, 56(3), 55-68.

Daunt, KL & Harris, LC (2012). Exploring the forms of dysfunctional customer behaviour: A study of differences in services cape and customer disaffection with service. Journal of Marketing Management, 28(1/2), 129-153.

Dunne, P & Lusch, RF (1999). Retailing (3rd ed.). Fort Worth: Dryden Press.

Fornell, C, Johnson, MD, Anderson, EW, Cha, J, Bryant, BE (1996). The American customer satisfaction index: nature, purpose and findings. Journal of Marketing, 60(4), 7-18.

Grunert, SC & Juhl, HJ (1995). Values, environmental attitudes, and buying of organic foods. Journal of Economic Psychology, 16(1), 39-62.

Hair, JF, Anderson, RE, Tatham, RL, Black, WC (2006). Análise multivariada de dados (5. ed.). Porto Alegre: Bookman.

Hisrich, RD & Peters, MP (2004). Empreendedorismo (5. ed.). Porto Alegre: Bookman.

Hoch, SJ (2002). Product experience is seductive. Journal of Customer Research, 29(3), 448–454.

Instituto Brasileiro de Executivos de Varejo e Mercado de Consumo (2013). Ranking: 120 maiores empresas do varejo brasileiro. Accessed 21st September, available at: www.pwc.com.br/pt_BR/br/publicacoes/setores-atividade/assets/produtos-consumo-varejo/ranking-ibevar-2013.pdf.

International Franchise Association (2014). An introduction to franchising. Accessed 21st September, available at: www.franchise.org/uploadedFiles/Franchise_Industry/Resources/Education_Foundation/introtofranchising_final.pdf.

Jang, JH, Kim, SW, Lee, SY, Kim, JS (2013). The effects of relationship benefit on relationship quality and store loyalty from convergence environments — NPS analysis and moderating effects. Electronic Commerce Research, 13(3), 291-315.

Johnson, RL, Tsiros, M, Lancioni, RA (1995). Measuring service quality: a systems approach. Journal of Services Marketing, 9(5), 6-19.

Kapferer, JN (2003). As marcas, capital da empresa: criar e desenvolver marcas fortes. Porto Alegre: Bookman.

Keller, KL (1993). Conceptualizing, measuring, and managing customer-based brand equity. Journal of Marketing, 57(1), 1-22.

Khauaja, DMR, & Mattar, FN (2006).Fatores de marketing na construção de marcas sólidas: estudo exploratório com marcas brasileiras. Revista de Gestão USP, 13(4), 25-38.

Klaus, P (2013). The case of Amazon.com: towards a conceptual framework of online customer service experience (OCSE) using the emerging consensus technique (ECT). Journal of Services Marketing, 27(6), 443-457.

Kumar, N & Steenkamp, JBEM (2008). Estratégia de marcas próprias: como enfrentar o desafio da marca de loja. São Paulo: Makron Books.

Kunkel, JH & Berry, LL (1968). A behavioral conception of retail image. Journal of Marketing, 32(4), 29-38.

Lassar, W, Mittal, B, Sharma, A (1995). Measuring customer-based brand equity. The Journal of Customer Marketing, 12(4), 11-19.

Levy, M & Weitz, BA (2000). Administração de varejo (3. ed.). São Paulo: Atlas.

Martineau, P (1958). The personality of the retail store. Harvard Business Review, 36, 47-55.

McGoldrick, PJ (2002). Retail marketing. London: McGraw-Hill.

Monroy, M F & Alzola, LM (2005). An analysis of quality management in franchise systems. European Journal of Marketing, 39(5/6), 585-605.

Morgenstein, M & Strongin, H (1992). Modern retailing: management principles and practices (3rd ed.). Englewood Cliffs: Prentice Hall.

Oliver, RL (1994). Conceptual issues in the structural analysis of consumption emotion, satisfaction and quality: evidence in a service setting. Advances in Customer Research, 21, 16-22.

Oliver, RL (1997). Satisfaction: a behavioral perspective on the customer. New York: McGraw-Hill.

Olivo, RLF, Crivelaro, E, Gozzi, S, Cavalcanti, M (2008). Criação de valor das franquias empresariais no Brasil sob a perspectiva do franqueador. Revista de Ciências Gerenciais, 12(14), 85-100.

Parasuraman, A, Berry, LL, Zeithaml, VA (1991). Perceived service quality as a customer-based performance measure: an empirical examination of organization barriers using an extended service quality model. Human Resource Management, 30(3), 335-364.

Parasuraman, A, Zeithaml, V, Berry, LL (1985). A conceptual model of service quality and its implication for future research. Journal of Marketing, 49(4), 41-50.

Parente, J (2009). Varejo no Brasil: gestão e estratégia. São Paulo: Atlas.

Parker, C & Mathews, BP (2001). Customer satisfaction: contrasting academic and customers’ interpretations. Marketing Intelligence and Planning, 19(1), 38-44.

Schiffman, L & Kanuk, L (2000). Comportamento do consumidor. Rio de Janeiro: LTD.

Shane, S & Spell, C (1998). Factors for new franchise success. Sloan Management Review, 39(3), 43-50.

Srivastava, RK & Shocker, AD (1991). Brand equity: a perspective on its meaning and measurement. Working Paper. Cambridge: Marketing Science Institute.

Stern, LW, El-Ansary, AI, Coughlan, AT (1996). Marketing channels (5th ed.). São Paulo: Prentice Hall.

Sureshcandar, GS, Rajendran, C, Anantharaman, RN (2002). The relationship between service quality and customer satisfaction – a factor specific approach. Journal of Service Marketing, 16(4), 363-379.

Swoboda, B, Berg, B, Schramm-Klein, H, Foscht, T (2013). The importance of retail brand equity and store accessibility for store loyalty in local competition. Journal of Retailing and Customer Services, 20, 251–262.

Teng, L & Laroche, M (2007). Building and testing models of customer purchase intention in competitive and multicultural environments. Journal of Business Research, 60, 260-268.

Woodruff, R & Gardial, S (1996). Know your customer: new approaches to understanding customer value and satisfaction. Cambridge: Blackwell.

Yi, Y (1989). A critical review of customer satisfaction. Working Paper 604. An Arbor: University of Michigan.

Published
2015-11-15
How to Cite
Merlo, E. (2015). Customer satisfaction in the Brazilian Fast Food Franchise Segment. Journal of Research in Business, Economics and Management, 4(4), 446-458. Retrieved from http://scitecresearch.com/journals/index.php/jrbem/article/view/474
Section
Articles