Customer value in Quick-Service Restaurants: A cross-cultural study

Abstract In spite of the relativistic nature of Customer Value concept, research on differences in Value perceptions across cultures is still scarce. Gaining insight about this issue would be especially relevant for highly competitive and globalized industries such as Fast-Food or Quick-Service Restaurants (QSR). The purpose of the present paper is to identify Value dimensions in this industry and to analyze the links between dimensions of Value, Satisfaction and Loyalty, testing the consistency of the results obtained across three different countries. To achieve this aim, after one in-depth interview with a QSR manager and two intercultural focus groups with QSR customers, a questionnaire …