The Relationship Between Marketing Strategies and Customer Satisfaction in the Fast-Food Restaurant Industry

Authors

  • John Angelo Santos Saint Louis University
  • Glory Sotelo-Drequito Saint Louis University

DOI:

https://doi.org/10.21512/becossjournal.v6i1.11201

Keywords:

Marketing Strategies, Customer Satisfaction, Fast-food Restaurants, Product Strategy, Promotional Strategy

Abstract

This research examines the relationship between marketing strategies and customer satisfaction within the fast-food restaurant industry, focusing on product and promotional strategies. The study unveils critical insights gathered from a representative sample of 400 respondents. Findings reveal that product strategies, such as incorporating local and international flavors, offering unique menu items, introducing new products, and improving existing offerings, significantly attract and satisfy customers. Moreover, emotionally resonant promotional strategy and celebrity endorsements have a compelling impact on customer purchasing decisions. The study underscores the importance of a comprehensive marketing approach, harmonizing both product and promotional strategies, in enhancing overall customer satisfaction. The positive correlations observed between marketing strategies and customer satisfaction highlight the paramount role of marketing strategies in shaping the success of fast-food restaurants, underscoring their crucial influence on customer satisfaction and overall restaurant performance. These findings provide actionable recommendations for the industry, emphasizing the need for adaptability, convincing advertisements, and culinary innovation to meet evolving consumer preferences and expectations.

Dimensions

Plum Analytics

References

Adam, H., & Balazs, G. (2019) Advertising in the environment of movies, a literature study. SocioEconomic Challenges 3(3). 40-46. DOI:10.21272/sec.3(3).40-46.2019

Chen, L., Wang, Q., & Anderson, E. (2020). Navigating turbulent times: marketing strategy adaptation during a global pandemic. Journal of Marketing Management, 36(11-12), 869-884.

Choi, Y., Moon, H. S., & Kim, J. K. (2019). Assessing personalized recommendation services using expectancy disconfirmation theory. Asia Pacific Journal of Information Systems, 29(2), 203-216. https://doi.org/10.14329/apjis.2019.29.2.203

Dilip, D., Sinha, R., Wei, O. L., Kee, D. M. H., Leei, O. J., Shuang, P. K., En, T. J., Permatasari, V. N., Sin, L. G., Boadu, E., & Saifi, J. (2021). Effective/Differentiating marketing strategies of McDonald’s in Malaysia and Indonesia. Journal of Community Development in Asia, 16-33.

Dixit, A., Clouse, C., & Turken, N. (2019). Strategic business location decisions: importance of economic factors and place image. Rutgers Business Review, 4(1), 73-91

Ermasova, N. (2021). Cross-cultural issues in business ethics: A review and research agenda. International Journal of Cross Cultural Management, 21(1), 95–121. https://doi.org/10.1177/1470595821999075

Fitria, M. R., Aji, H., & Heryawan, A. Y. (2019). The effect of halal awareness, halal certification and halal marketing toward halal purchase intention of fast food among Muslim Millenials generation. Russian Journal of Agricultural and Socio-Economic Sciences, 76-90.

Hossain, S. S., Jubayer, S. A. M., Rahman, S., Bhuiyan, T., Rawshan, L., & Islam, S. (2019). Customer feedback prioritization technique: a case study on lean startup. Springer Nature Switzerland AG, 71-81. https://doi.org/10.1007/978-3-030-24308-1_6

Ilyas, G. B., and Mustafa, H. (2022). Price, promotion, and supporting facilities on customer satisfaction. Golden Ratio of Marketing and Applied Psychology of Business, 2 (1). DOI: https://doi.org/10.52970/grmapb.v2i1.65

Jian, O. Z., Utama, A. A., Musa, W. N., Hasly, W. N., Al-Rifae, R. F., Hussain, N. S., Andriawan, N., (2021) effective marketing strategies of mcdonald’s in malaysia and indonesia. International Journal of Applied Business and International Management, 6(2), 33-46

Johnson, R. T., & Lee, M. (2021). Emerging trends in fast-food consumer behavior. International Journal of Marketing Studies, 13(1), 26-37.

Kellershohn, J., Walley, K. West, B. & Vriesekoop, F. (2018). Young consumers in fast food restaurants: technology, toys and family time. Young Consumers. DOI: https://doi.org/10.1108/YC-08-2017-00731

Kotler, P., Kartajaya, H., Setiawan, I. (2019). Marketing 3.0: from products to customers to the human spirit. John Wiley & Sons, Inc., 139-156. https://doi.org/10.1007/978-981-10-7724-1_10

Lee, C.-P., Hung, M.-J., & Chen, D.-Y. (2022). Factors affecting citizen satisfaction: examining from the perspective of the expectancy disconfirmation theory and individual differences. Asian Journal of Political Science, 30(1), 35–60. https://doi.org/10.1080/02185377.2022

Li, L., Sun, N., Zhang, L., Xu, G., Liu, J., Hu, J., Zhang, Z., Lou, J., Deng, H., Shen, Z., & Han, L. (2020). Fast food consumption among young adolescents aged 12–15 years in 54 low- and middle-income countries. Global Health Action, 13(1). https://doi.org/10.1080/16549716.2020.1795438

Lina, R. (2022). Improving product quality and satisfaction as fundamental strategies in strengthening customer loyalty. Jurnal Mahasiswa Ekonomi & Bisnis 2 (1). pp. 19-26

Matiringe-Tshiangala, T. L. (2022). The impact of brand authenticity on brand trust and cause-related marketing: a consumer perspective. Vega School.

Nelson, O. & Deborah, A. (2017). Celebrity endorsement influence on brand credibility: a critical review of previous studies. Online Journal of Communication and Media Technologies, 7.

Niazi, N., Rashid, M., Shamugia, Z. (2021). Role of marketing mix (4ps) in building brand equity: case study of shell petrol, UK. International Journal of Applied Business and Management Studies, 6(1).

Nirmal, S. (2020). A study on marketing strategies in Delhi. International Journal of Marketing and Technology, 5(9), 89 - 123.

Nuradiana, S. & Sobari, N. (2019) expectancy disconfirmation theory on millennials consumer behaviour in retail store. International Conference on Rural Development and Enterpreneurship. 5 (1). 116-125

Nuseir, M. T. (2018). Digital Impact on SME’s Performance in the UAE. Academy of Entrepreneurship Journal 24 (1).

Omari, R., Jongerden, J., Essegbey, G., Frempong, G., & Ruivenkamp, G. (2016). The role of convenience in fast-food consumption in urban ghana. Journal of Scientific Research & Reports 11(4), 1-12

Panwar, D. & Patra, S. (2017). Localization in fast-food industry: a case study of mcdonald’s strategy in India. International Refereed Research Journal 7(3), 70-74.

Papadopoulou, C., Vardarsuyu, M., & Oghazi, P. (2023). Examining the relationships between brand authenticity, perceived value, and brand forgiveness: The role of cross-cultural happiness. Journal of Business Research, 167, 114-154.

Pérez-Hernández, L. (2019). XL burgers, shiny pizzas, and ascending drinks: Primary metaphors and conceptual interaction in fast food printed advertising. Cognitive Linguistic. https://doi.org/10.1515/cog-2018-0014

Ryu, K., & Han, H. (2010). Influence of the quality of food, service, and physical environment on customer satisfaction and behavioral intention in quick-casual restaurants: Moderating role of perceived price. Journal of Hosp. Tour. Res., 34, 310–329.

Schepers, J. & Nijssen, E. J. (2017). Brand advocacy in the frontline: how does it affect customer satisfaction? Journal of Service Management 29 (2). 230-252

Singam, G. D., Karunagaran, P., Pandiyan, T. S. D., Subramanian, T., & Govindan, S. (2014) creative advertising impact on customer acceptance of fast food restaurant. Academic Research International 5(5), 308-318

Smith, A., Johnson, B., & Brown, C. (2020). Fast-Food Industry Trends: a comprehensive overview. Journal of Business Analysis, 3(1), 45-58.

Smithson, J., & Lee, M. (2021). Beyond strategy: exploring the role of customer experience management in fast-food restaurants. Journal of Consumer Behavior, 20(3), 279-290.

Soltani, Z., Zareie, B., Milani, F. S., & Navimipour, N. J. (2018). The impact of customer relationship management on organizational performance. Journal of High Technology Management Research 29(2), 237-246 https://doi.org/10.1016/j.hitech.2018.10.001

Somervuori, O., & Ravaja, N. (2013). Purchase behavior and psychophysiological responses to different price levels. Psychology & Marketing, 30(6), 479–489. https://doi.org/10.1002/mar.20621

Wu, Y. (2022). The differences between globalization and customized marketing strategies-take KFC and McDonald’s in china as an example. Advances in Economics, Business and Management Research, 648, 2371-2375. DOI:10.2991/aebmr.k.220307.387

Yuan, Q., Li, J., Jiang, Y., & Liu, C. (2022). When do amount‐off discounts result in more positive consumer responses? Meta‐analytic evidence. Psychology & Marketing, 39, 46–58. https://doi.org/10.1002/mar.21572

Zhong, Y., & Moon, H. C. (2020). What drives customer satisfaction, loyalty, and happiness in fast-food restaurants in china? Perceived price, service quality, food quality, physical environment quality, and the moderating role of gender. Multidisciplinary Digital Publishing Institute, 9(4), 460. DOI: https://doi.org/10.3390/foods9040460

Downloads

Published

2024-01-31

Issue

Section

Articles
Abstract 2439  .
PDF downloaded 2293  .