Prasetyo Yogi Tri, Castillo Allysa Mae, Salonga Louie John, Sia John Allen, Chuenyindee Thanatorn, Young Michael Nayat, Persada Satria Fadil, Miraja Bobby Ardiansyah, Redi Anak Agung Ngurah Perwira
School of Industrial Engineering and Engineering Management, Mapúa University, 658 Muralla St., Intramuros, Manila 1002, Philippines.
School of Graduate Studies, Mapúa University, 658 Muralla St., Intramuros, Manila 1002, Philippines.
Foods. 2021 May 27;10(6):1205. doi: 10.3390/foods10061205.
The drive-through fast-food industry has been one of the fastest businesses growing over the past decades in developing countries, including the Philippines. The purpose of this study was to evaluate factors influencing costumers' repurchase intention in a drive-through fast food in the Philippines by utilizing the structural equation modeling (SEM) approach. A total of 305 Filipinos answered the online questionnaire, which contained 38 questions. The results of SEM indicated that subjective appetite (SA) was found to have a significant direct effect on menu options (MO). Consequently, MO was found to have significant direct effects on imagery elaboration (IE), vividness (VV), and convenience (CO), and an indirect effect on order accuracy (OA). Finally, SA, MO, IE, VV, OA, and CO were found to have significant effects on satisfaction (S), which subsequently led to loyalty (L) and repurchase intention (RI). Interestingly, MO was found to have the highest indirect effect on RI, indicating that MO is an important consideration for RI. This is the first comprehensive study evaluating drive-through fast food in the Philippines. The causal relationships of the present study can be applied and extended to evaluate the repurchase intention of drive-through fast food in other countries.
在包括菲律宾在内的发展中国家，得来速快餐行业是过去几十年来发展最快的行业之一。本研究的目的是利用结构方程模型（SEM）方法评估影响菲律宾得来速快餐顾客回购意愿的因素。共有305名菲律宾人回答了包含38个问题的在线问卷。结构方程模型的结果表明，主观食欲（SA）对菜单选择（MO）有显著的直接影响。因此，发现菜单选择对意象加工（IE）、生动性（VV）和便利性（CO）有显著的直接影响，对订单准确性（OA）有间接影响。最后，发现主观食欲、菜单选择、意象加工、生动性、订单准确性和便利性对满意度（S）有显著影响，进而导致忠诚度（L）和回购意愿（RI）。有趣的是，发现菜单选择对回购意愿的间接影响最大，这表明菜单选择是影响回购意愿的一个重要因素。这是第一项评估菲律宾得来速快餐的综合研究。本研究的因果关系可以应用并扩展到评估其他国家得来速快餐的回购意愿。
