LINKING RESTAURANT ATTRIBUTES, CSR DIMENSIONS AND CUSTOMER SATISFACTION: EVIDENCE FROM THE FAST FOOD INDUSTRY

Abstract

This study examines the role of customer satisfaction in explaining the relationship with a brand. A conceptual model is proposed that incorporates CSR dimensions of law, economics, ethics and philanthropy along with atmosphere, food quality, and service quality to better understand how customers form their brand preference for fine dining restaurants. To understand the role of restaurant attributes along with the CSR dimension, a quantitative research method using structural equation modelling was applied. Data were collected from customers of fine dining restaurants, resulting in 364 usable surveys. The results confirm the sequential relationship between restaurant attributes, –customer satisfaction, and brand image. All restaurant attributes and the CSR dimension play an important role in building brand image in the minds of restaurant patrons. Overall, this study recognises the importance of customer satisfaction in the brand image of upscale restaurants. There are some components in this study that prove to be obstacles. First, our study focuses only on Karachi Pakistan and the 12 restaurants that offer CSR activities. We have only analysed the data of 364 respondents. We only focus on the atmosphere, food, service, and CSR quality (economic, ethical, legal, philanthropic) in relation to brand image. Majority of respondents are only fast food lovers. This study was one of the first to examine the role of CSR in restaurants along with other attributes to assess customer satisfaction and brand image of fine dining restaurants.