Influence of Viral Marketing Dimensions on Customer Satisfaction in Fast Food Restaurants in Jordan

Ayed Al Muala

Journal of Management and Sustainability, 2018, vol. 8, issue 1, 149-155

Abstract: This study mainly aims to investigate the impact of viral marketing dimensions, namely, promotion, brand awareness, trust and brand association on customer satisfaction in fast food restaurants in Jordan. The researcher used a questionnaire survey to elicit data from the participants. A total of 159 questionnaires were distributed over several fast food restaurants in Jordan, particularly in Zarqa city. Analyses were carried out in Statistical Package for Social Sciences, where reliability analysis, descriptive statistics and regression analyses were performed. The results illustrated that brand awareness, trust and brand association have direct positive impact on customer satisfaction in fast food restaurants in Jordan, whereas, promotion has no direct positive impact.

Keywords: viral marketing; customer satisfaction; fast food restaurants; Jordan (search for similar items in EconPapers)
Date: 2018
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Persistent link: https://EconPapers.repec.org/RePEc:ibn:jmsjnl:v:8:y:2018:i:1:p:149-155

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