عنوان انگلیسی مقاله:

QSR brand value: Marketing mix dimensions among McDonald’s, KFC, Burger King, Subway and Starbucks

ترجمه عنوان مقاله: ابعاد آمیخته بازاریابی در میان مک دونالد، KFC، برگر کینگ، مترو و استارباکس

رشته: بازاریابی

سال انتشار: 2017

تعداد صفحات مقاله انگلیسی: 18 صفحه

منبع: Emerald

نوع فایل: pdf

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چکیده مقاله

Purpose: This study aims to examine the quick service restaurant (QSR) differentiation in the minds of  consumers, customers and non-customers and addresses the use of absolute measures. The study integrated competitive context and customer vs non-customer perceptions to better understand marketing strategies and the impact on customer value.

Design/methodology/approach: A conceptual framework is provided with marketing strategy, 7Ps, value positioning and outcomes.Asurvey instrument to assess perceptions of QSR marketing mix dimensions and leading QSR brands as referents was used. The study used exploratory factor analysis, ANOVA and logistic regression to address research questions.

Findings: The five QSR brands were differentiated by three marketing mix dimensions: quality, convenience and price. Subway and Starbucks customers perceived higher quality than McDonald’s and Burger King. Price separated Starbucks and McDonald’s customers. Overall, QSR customers perceived higher quality and convenience than non-customers. Age group was a predictor of customer membership of QSR overall and McDonald’s.

Research limitations/implications: The study used participants in Germany and had more respondents identified as McDonald’s customers or referent.

Practical implications: The quality bundle represents unique resources for each QSR brand. Management teams should use a holistic mindset in considering the quality bundle reputation and how the various attributes support each other.

Originality/value: Consumers look to three factors for QSR rather than 7Ps: quality, convenience and price. Relative comparisons of perceptions among brands and between customers vs non-customers provided important contributions for QSR marketing mix factors.

Keywords: Marketing mix, Starbucks, McDonald’s, QSR, Relative measures, Value strategy

Paper type: Research paper

مقدمه مقاله

Brand evaluation’s role in assisting consumers in making choices for initial and repeat purchases has a long history (Veloutsou, 2014). Tied to the notion of brands is the concept of value creation; value creation as a construct has had a longstanding association with both consumer needs and firm value strategies (Kim et al., 2008). While a reciprocal connection between customer brand value and organizational brand value has been explicit in the literature (Veloutsou, 2014), relative measures in the context of chain restaurants has not been articulated to date (Aksoy et al., 2015).

In the chain restaurant literature, recent research has measured customer satisfaction, loyalty and other measures by focusing on one brand (Lim and Loh, 2014), a case study (Jones et al., 2002) or a generic assessment of restaurants (Parsa et al., 2012), rather than considering competitors and how brands compare to each other. Further, little research has been completed comparing relative perceptions of regular customers vs non-customers. A greater understanding of these relative assessments has important implications for retention, new target markets and marketing effectiveness.

For consumers, value creation appears dependent on the needs of the individual and based on an assessment of a variety of firm aspects. Stahl et al. (2012) indicated that value created through brand assets was derived through four brand equity constructs termed differentiation, relevance, esteem and knowledge. This study asserts that the determination of value that a brand provides is driven by customer perceptions and by antecedent actions by firms in the form of strategies, resource allocations and a marketing mix that supports a brand’s bundle of attributes and benefits.

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