MODELING CUSTOMER LOYALTY INTENTIONS, FOOD QUALITY AND DEMOGRAPHIC MODERATORS IN SUBSISTENCE MARKETS

Paul Mukucha (), Divaries Cosmas Jaravaza () and Forbes Makudza ()
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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

Business Excellence and Management, 2022, vol. 12, issue 3, 40-59

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.

Keywords: Customer loyalty intention; food quality; restaurant consumer behaviour; demographics; Zimbabwe (search for similar items in EconPapers)
Date: 2022
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Persistent link: https://EconPapers.repec.org/RePEc:rom:bemann:v:12:y:2022:i:3:p:40-59

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