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Modeling Customer Loyalty Intentions, Food Quality And Demographic Moderators In Subsistence Markets

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Listed:
  • Paul Mukucha

    (Bindura University of Science Education, Bindura, Zimbabwe)

  • Divaries Cosmas Jaravaza

    (Bindura University of Science Education, Bindura, Zimbabwe)

  • Forbes Makudza

    (University of Zimbabwe, Harare, Zimbabwe)

Abstract

The study sought to determine the strength of the relationship between food quality and customer loyalty intention in the restaurant industry. More importantly, the study sought to determine the moderating effects of demographic variables (age, gender and level of education) on the association between food quality and customer loyalty intentions. The study was informed by the theory of customer loyalty. To substantiate the model of the study, a sample of 200 respondents was drawn from selected restaurants using a structured questionnaire. The main effects between food quality and customer loyalty intention were tested using inferential statistics whereas moderated effects of demographics (age, gender and level of education) were computed using moderated multiple regressions. All the hypothesised moderators were supported with significant interaction effects. The results suggest that the nexus between food quality and customer loyalty intention is not a straight forward relationship. More sensitive consumers were young adults, females and those with tertiary education. Therefore, the study validates the food quality and customer loyalty scales in a subsistence market. Testing moderating effects of demographic profiles brings precision in theoretical models in restaurant consumer behaviour studies, which are sparse in extant literature.

Suggested Citation

  • Paul Mukucha & Divaries Cosmas Jaravaza & Forbes Makudza, 2022. "Modeling Customer Loyalty Intentions, Food Quality And Demographic Moderators In Subsistence Markets," Business Excellence and Management, Faculty of Management, Academy of Economic Studies, Bucharest, Romania, vol. 12(3), pages 40-59, September.
    • Handle: RePEc:rom:bemann:v:12:y:2022:i:3:p:40-59
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    References listed on IDEAS

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    2. Farzana Riva & Solon Magrizos & Mohammad Rabiul Basher Rubel & Ioannis Rizomyliotis, 2022. "Green consumerism, green perceived value, and restaurant revisit intention: Millennials' sustainable consumption with moderating effect of green perceived quality," Business Strategy and the Environment, Wiley Blackwell, vol. 31(7), pages 2807-2819, November.
    3. Liu, Chung-Tzer & Guo, Yi Maggie & Lee, Chia-Hui, 2011. "The effects of relationship quality and switching barriers on customer loyalty," International Journal of Information Management, Elsevier, vol. 31(1), pages 71-79.
    4. Paul MUKUCHA & Divaries Cosmas JARAVAZA & Forbes MAKUDZA, 2022. "Towards Gender-Based Market Segmentation: The Differential Influence of Gender on Dining Experiences in the University Cafeteria Industry," Management and Economics Review, Faculty of Management, Academy of Economic Studies, Bucharest, Romania, vol. 7(2), pages 182-200, June.
    5. Forbes MAKUDZA & Gratitude TASARA & Gibson MURIDZI, 2021. "Plummeting Consumers' Brand Switching Behaviour Using A Holistic Product Strategy In The Zimbabwean Cola Industry," Business Excellence and Management, Faculty of Management, Academy of Economic Studies, Bucharest, Romania, vol. 11(3), pages 103-120, September.
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