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

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

Journal of Business Research, 2018, vol. 86, issue C, 446-456

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.

Keywords: Self-congruity; Fast-food; North Africa; McDonald's; Restaurant cues; Loyalty (search for similar items in EconPapers)
Date: 2018
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