Antecedences and consequences of customer purchasing decision in the quick service restaurants : applied to Cairo

Abstract EN

This research aims to find out what are essentials issues affect the customer purchasing decision in the Quikc Service Restaurants (QSRs) such as McDonald's, Pizza Hut, Kentucky Fried Chicken (KFC) and Hardee's in non-traditional market place (Egypt).

This research focuses on pre-purchase and post purchase decision in quick service restaurants' customers.

This research adopted a qualitative research in pre-purchase and post-purchase customers decision which use semi-structured interviews with industry experts and QSRs' managers in Egypt.

This research reflects that antecedences and consequences customer purchasing decision in the QSRs depend on: 1) Shorten serving time as its in the QSRs' standards; 2) Improving the service quality through receiving order until serving customers; 3) Innovate taste preference to avoid customers' stereotyping which feel bored; 4) Enhance the food quality to meet customers' expectations and preferences; 5) Pay attention to QSRs' websites to send a clear message to customers.