Explaining actual purchase behaviour in quick-service restaurants: an approach integrating the theory of reasoned action and customers' service perceptions

Purpose – The aim of this study is to identify the factors that drive customers' actual purchase behaviour in a specific quick-service restaurant. To this end, a conceptual model is proposed that integrates constructs from the Theory of Reasoned Action (TRA) and the Service-Profit Chain. Design/methodology/approach – A total of 430 surveys (with corresponding purchase receipts) were collected from customers of a franchised quick-service restaurant belonging to a renowned international brand. Data were analysed using partial least squares structural equation modelling. Findings – The results reveal that four out of five analysed factors (attitude, behavioural intention, satisfaction, and attitudinal loyalty) had a positive influence on customers' actual purchase behaviour. However, no direct influence of perceived service quality was identified, although there is evidence of an indirect effect through satisfaction and attitudinal loyalty. Practical implications – A comprehensive understanding of the factors that influence customers' actual purchase behaviour allows top and middle management teams to identify the areas of their marketing and operational strategies that require improvement. Results show that activities and protocols followed during the purchase interaction in a specific restaurant are just as crucial as customers’ personal beliefs about quick-service restaurants in general. Originality/value – The proposed model represents a pioneering attempt to gain a comprehensive understanding of what drives actual purchase behaviour in quick-service restaurants. To the best of our knowledge, this is the first study to provide evidence of the effects of satisfaction, service quality, and attitudinal loyalty on actual behaviour using real purchase-receipt data.