Antecedents and consequences of fast-food restaurant customers' perception of price fairness

Purpose This study examines the influence of service quality dimensions (food quality, physical environment and employee quality) brand image fast-food restaurants on price fairness its consequence customer retention. Design/methodology/approach survey collected 331 responses using public intercept method. Data analysis involved performing confirmatory factor (CFA) measurement model, followed by structural equation modeling. Moderation was performed SPSS (model1 in process macro), while mediation model 4 macro. Findings Empirical results this revealed positive effect restaurant It also that strengthened service-quality/price interrelationship, satisfaction partially mediated fairness/customer retention interrelationship. Research limitations/implications are useful to marketers restaurateurs establishing right combination increase perceptions Originality/value contributes advancing theoretical foundations customers' perceived research, specifically understudied sector emerging economies. extends application equity theory expose direct indirect influences The findings provide a better understanding perceptions.