Measurement scales
| Construct | Label | Items |
|---|---|---|
| Attitude | AT1 | Harmful – Beneficial |
| AT2 | Inconvenient – Convenient | |
| AT3 | Unpleasant – Pleasant | |
| AT4 | Unhappy – Happy | |
| AT5 | Guilty – Carefree | |
| AT6 | Lethargic – Energetic | |
| Subjective norms | SN1 | People who are important to me think that I should eat at quick-service restaurants regularly |
| SN2 | People close to me expect me to eat at quick-service restaurants regularly | |
| SN3 | People in my life whose opinions I value eat at quick-service restaurants regularly | |
| SN4 | People close to me eat at quick-service restaurants regularly | |
| Behavioural intention | BI1 | Given my lifestyle it is likely that I will eat at quick-service restaurants regularly |
| BI2 | I tend to eat at quick-service restaurants regularly | |
| Service quality perceptions | PEP1 | Attractive place and pleasant atmosphere |
| PEP2 | Well-painted walls and proper lighting | |
| PEP3 | Attractive exterior signs and appearance | |
| PEP4 | Comfortable indoor temperature | |
| OPP1 | Proper service time (order preparation) | |
| OPP2 | Enough staff to attend to consumers | |
| OPP3 | Experienced and well-trained employees | |
| PSP1 | Staff have a pleasant attitude | |
| PSP2 | Staff have a clean and well-groomed look | |
| PSP3 | Staff are dynamic and friendly | |
| FQP1 | Fresh and properly cooked food | |
| FQP2 | Delicious and tasty food | |
| FQP3 | Sufficient variety of choices on the menu | |
| FQP4 | Practical and hygienic food packaging | |
| Overall service quality | OSQ | I perceived an excellent overall quality of service |
| Satisfaction | SAT1 | I am very satisfied with my experience at this restaurant |
| SAT2 | This restaurant puts me in a good mood | |
| SAT3 | I really enjoy myself at this restaurant | |
| Attitudinal loyalty | LOY1 | I would revisit restaurants of this QSR brand in the future |
| LOY2 | I would recommend this QSR restaurant brand to my friends or others | |
| LOY3 | I would spread positive things about this QSR restaurant brand | |
| Actual purchase behaviour | APB1 | If I were near this restaurant tomorrow, I would go in again (proxy of frequency) |
| APB2 | Quantity of products purchased per person (data collected from the purchase receipt) | |
| APB3 | Amount spent per person (data collected from the purchase receipt) |
| Construct | Label | Items |
|---|---|---|
| Attitude | AT1 | Harmful – Beneficial |
| AT2 | Inconvenient – Convenient | |
| AT3 | Unpleasant – Pleasant | |
| AT4 | Unhappy – Happy | |
| AT5 | Guilty – Carefree | |
| AT6 | Lethargic – Energetic | |
| Subjective norms | SN1 | People who are important to me think that I should eat at quick-service restaurants regularly |
| SN2 | People close to me expect me to eat at quick-service restaurants regularly | |
| SN3 | People in my life whose opinions I value eat at quick-service restaurants regularly | |
| SN4 | People close to me eat at quick-service restaurants regularly | |
| Behavioural intention | BI1 | Given my lifestyle it is likely that I will eat at quick-service restaurants regularly |
| BI2 | I tend to eat at quick-service restaurants regularly | |
| Service quality perceptions | PEP1 | Attractive place and pleasant atmosphere |
| PEP2 | Well-painted walls and proper lighting | |
| PEP3 | Attractive exterior signs and appearance | |
| PEP4 | Comfortable indoor temperature | |
| OPP1 | Proper service time (order preparation) | |
| OPP2 | Enough staff to attend to consumers | |
| OPP3 | Experienced and well-trained employees | |
| PSP1 | Staff have a pleasant attitude | |
| PSP2 | Staff have a clean and well-groomed look | |
| PSP3 | Staff are dynamic and friendly | |
| FQP1 | Fresh and properly cooked food | |
| FQP2 | Delicious and tasty food | |
| FQP3 | Sufficient variety of choices on the menu | |
| FQP4 | Practical and hygienic food packaging | |
| Overall service quality | OSQ | I perceived an excellent overall quality of service |
| Satisfaction | SAT1 | I am very satisfied with my experience at this restaurant |
| SAT2 | This restaurant puts me in a good mood | |
| SAT3 | I really enjoy myself at this restaurant | |
| Attitudinal loyalty | LOY1 | I would revisit restaurants of this QSR brand in the future |
| LOY2 | I would recommend this QSR restaurant brand to my friends or others | |
| LOY3 | I would spread positive things about this QSR restaurant brand | |
| Actual purchase behaviour | APB1 | If I were near this restaurant tomorrow, I would go in again (proxy of frequency) |
| APB2 | Quantity of products purchased per person (data collected from the purchase receipt) | |
| APB3 | Amount spent per person (data collected from the purchase receipt) |