QSR Choice: Key Restaurant Attributes and the Roles of Gender, Age and Dining Frequency

Abstract

This study examined the relationship between seven QSR attribute factors that associate with perceived importance in a QSR experience. The seven factors are described as quality indicators, setting, marketing, price/value indicators, dietary considerations, access issues and special promotion. Gender, age and dining frequency were shown to influence the interrelationship of many of these factors. The results of this study provide valuable information for practitioners involved in QSR concept planning and operations management. The findings support the need for researchers to evaluate and control key customer variables in service encounter research.