Document Type

Thesis

Degree

Master of Science (MS)

Department

Hospitality Management

First Advisor's Name

Myongjee Yoo

First Advisor's Committee Title

Committee Chair

Second Advisor's Name

Jinlin Zhao

Second Advisor's Committee Title

Committee Member

Third Advisor's Name

Miranda Kitterlin

Third Advisor's Committee Title

Committee Member

Keywords

Perceived Value, Fast-food Restaurant Franchise, Purchase Intention

Date of Defense

3-26-2015

Abstract

The main research objective of this study was to find out whether perceived value significantly affects consumers’ purchase intention. Additionally, this study examined if there are any significant differences in perceived value for different fast-food restaurant brands and attempted to identify which fast-food restaurant is perceived to be the industry leader.

A total number of six fast-food restaurants (McDonalds, Subway, Starbucks, Wendy’s, Burger King, and Taco Bell) were selected. Findings showed that among the five perceived service value dimensions, Starbucks is the leader in terms of quality, emotional response, and reputation.

Multivariate analysis of variance (MANOVA) and multiple regression analysis were performed to test the study hypotheses. Results indicated that there were significant differences in perceived value for different fast-food restaurant brands. Besides, monetary and behavioral price significantly affects consumers’ purchase intention. Findings are expected to help hospitality marketers to strategically manage their brands.

Identifier

FI15032187

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