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

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  • Shamah, Rania A.M.
  • Mason, Michela C.
  • Moretti, Andrea
  • Raggiotto, Francesco

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.

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  • Shamah, Rania A.M. & Mason, Michela C. & Moretti, Andrea & Raggiotto, Francesco, 2018. "Investigating the antecedents of African fast food customers' loyalty: A self-congruity perspective," Journal of Business Research, Elsevier, vol. 86(C), pages 446-456.
    • Handle: RePEc:eee:jbrese:v:86:y:2018:i:c:p:446-456
    DOI: 10.1016/j.jbusres.2017.05.020
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