Gen Y consumers' perceptions of quick service restaurant and the mediating role of purchase intentions : a case study of McDonald's in Singapore

Abstract

This paper examines purchase intentions and brand loyalty with five dimensions of Quick Service Restaurant. The objectives of the study are to investigate the associations between consumers' perceptions of Quick Service Restaurant and brand loyalty, and whether purchase intentions mediate these relationships. The measures used for the constructs were adapted from past studies and our hypotheses were tested using online survey data. This research was conducted from the perspective of Generation Y consumers in Singapore and we used McDonald's, the market leader in the Singapore fast food industry, as the context for this study. The findings provided support for all the hypotheses, namely, that consumers' perceptions of location, product menu, food quality, service crew and collectibles were positively related to purchase intentions. Moreover, the results indicate that the purchase intention variable played a mediating role in the relationship between location, product menu, food quality and brand loyalty. The findings have some useful managerial implications for the foodservice industry.