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Investigating the antecedents of African fast food customers' loyalty: A self-congruity perspective

机译：调查非洲快餐客户忠诚度的前因：自我一致性的观点

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摘要

Does customer self-congruity drive loyalty in fast-food restaurants? A literature-based model has been tested using Structural Equation Modeling, on a sample of 911 North African fast-food customers (Egypt and Morocco). The model estimates both the direct and indirect relationships between self-congruity and loyalty. The indirect relationships estimated in the model are mediated by some key restaurant cues derived from existing literature on fast-food restaurants. The analysis is carried out in a quite underexplored context (North African markets), that needs to be further explored by academic research. Results clearly show the dominant role of self-congruity as an antecedent of loyalty in fast-food restaurants, and the prominent role of food as a mediator in the relationship self-congruity/loyalty. Findings should suggest managers the need to consider self-congruity as a key determinant of customer positioning.
机译：顾客的自尊心会提高快餐店的忠诚度吗？已使用结构方程模型对911个北非快餐客户（埃及和摩洛哥）的样本进行了基于文献的模型测试。该模型估计自我一致性和忠诚度之间的直接和间接关系。该模型中估计的间接关系是由一些关键的餐厅线索所介导的，这些线索是从快餐店现有文献中得出的。该分析是在一个尚未充分开发的环境（北非市场）中进行的，学术研究需要对此进行进一步的探索。结果清楚地表明，自我一致性是快餐店中忠诚度的先决条件，而食品在自我一致性/忠诚度中起着中介作用。调查结果应建议管理人员需要将自我一致性作为决定客户定位的关键因素。

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