Factors influencing food consumption satisfaction and purchase decisions of restaurant consumers

Eugine Tafadzwa Maziriri, Tarisai Fritz Rukuni, Tinashe Chuchu

Research output: Contribution to journalArticlepeer-review

9 Citations (Scopus)


This research examined how multi-sensory dimensions like sight, sound, and smell would influence customer attitudes toward quick-service restaurants, restaurant patronage intentions, food purchasing decisions, food consumption satisfaction, restaurant attachment, repurchase intention, and positive word of mouth in South African quick-service restaurants. The research embraced a quantitative approach. An online questionnaire was used to collect data from restaurant customers in the Bloemfontein metropolitan. The hypotheses were analysed by applying structural equation modelling. The results uncovered that the study variables were significantly associated and surprisingly, restaurant attachment had a negative and insignificant effect on positive word of mouth. This research adds new fresh knowledge to the established body of knowledge in the context of restaurant food consumption behaviour. This area has little research attention in developing African countries like South Africa.

Original languageEnglish
Article number1968731
JournalCogent Business and Management
Issue number1
Publication statusPublished - 2021
Externally publishedYes


  • M3
  • customer
  • food
  • purchase-decision
  • sensory-dimensions
  • sight
  • smell
  • sound

ASJC Scopus subject areas

  • Business and International Management
  • Accounting
  • Business, Management and Accounting (miscellaneous)
  • Strategy and Management
  • Organizational Behavior and Human Resource Management
  • Management Science and Operations Research
  • Marketing


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