Employee Performance in the Fast Food Industry

The main purpose of this research is to find the relationship of role overload (RO), love of money (LOM), empowerment (EMP), and work engagement (WE) on employee performance (EP) in the fast food industry and also to find the mediating effect of happiness (HAP) between RO, LOM, EMP, and WE on employee performance and moderating role of the spirit of work (SOW) on happiness and employee performance (EP). The data was gathered using the online survey method through questionnaires from the employees of fast food restaurants of South Punjab, Pakistan. The sample size was 297. The smartPLS 3 was used to analyze the data. The result findings show that LOM, WE, and HAP have an influence on EP while RO and EMP have no influence on EP. There was a mediating effect of HAP between EMP and EP whereas there was no mediating influence of HAP between RO, LOM, WE, and EP. No moderating role of SOW between HAP and EP was found. This study findings are very useful for manager/owner of the restaurant the increase their employee performance, which leads to firm high performance.

AN EXPLORATION OF SOCIAL MEDIA MARKETING FEATURES AND BRAND LOYALTY IN THE FAST FOOD INDUSTRY

The key objective of this research was to test the role of social media marketing features (interactivity, perceived relevance, entertainment, and informativeness) in affecting brand loyalty in the fast-food industry. The required data was obtained through a quantitative survey from customers of fast-food brands in the United Arab Emirates. The findings revealed that most of the social media marketing features positively influence brand loyalty. In detail, it was found that interactivity and perceived relevance positively affect brand loyalty. However, contrary to expectations, it was found that the impact of entertainment on brand loyalty is insignificant. Finally, the outcomes confirmed that informativeness is a significant predictor of brand loyalty. This research adds to the existing marketing literature on this topic through the examination of selected social media marketing features and brand loyalty in a Middle East country as the empirical research on this topic, particularly, in this region is scarce.

An examination of social media advertising features, brand engagement and purchase intention in the fast food industry

PurposeThis study aimed to investigate the impact of social media advertising features (interactivity, perceived relevance, informativeness and entertainment) on brand engagement in the fast food industry. It was also designed to identify the effect of brand engagement on purchase intention.Design/methodology/approachThe data was gathered from 258 customers of fast food restaurants in United Arab Emirates using an online survey. The collected data was analyzed via the partial least square approach (PLS-SEM) to verify the hypotheses and reach at conclusions.FindingsThe findings indicated that social media advertising features have positive effects on brand engagement. In particular, it was found that interactivity, perceived relevance, informativeness and entertainment are positively associated with brand engagement. The results also confirmed that brand engagement has a positive effect on purchase intention.Originality/valueThis study provides a noteworthy contribution to the literature by examining the effect of four unique social media advertising features on consumer engagement. By looking at previous studies, it can also be observed there is a limited empirical research on the effect of perceived relevance and informativeness on brand engagement. It further focuses on covering existing gaps in the literature concerning the effect of brand engagement on purchase intention in the fast food industry setting. This is one of the earlier studies that collectively examined these factors in model; particularly, in fast food industry setting with empirical data from a Middle East country.

Customer Engagement and Loyalty Issues in Omnichannel Fast-Food Industry

Building on Social Exchange Theory and Congruity Theory, this study aims to examine the relationships between channel integration quality (i.e., channel-service configuration and integrated interaction) and congruity (i.e., self-brand image congruity and value congruity) towards customer engagement; as well as the impacts of customer engagement on customer behavioural loyalty (i.e., repurchase intention and positive WoM). Adopting convenience and snow-ball sampling methods, a total of 151 valid questionnaires were collected and analysed using SPSS 25 and SmartPLS 3.0 software. Congruity aspects play significant roles in influencing customer engagement, while channel integration qualities do not. This result could be attributed to the unique characteristics of the fast-food products and Malaysian fast-food consumers. Importantly, customer engagement influences both transactional (i.e., repurchase intention) and emotional (i.e., intention to spread positive word of mouth) loyalty positively. The findings provide useful insights to both academicians and practitioners to plan for different omnichannel strategy in the effort to increase customer engagement and desired post purchase behaviours.

TOWARDS AN UNDERSTANDING OF EMPLOYEES’ INTENTION TO USE ROBOTS

The goal of this study is to investigate the underlying factors that influence an employees’ decision to use robots at work. The Unified Theory of Acceptance and Use of Technology (UTAUT) was used in this study. This theory assumes that people’s actual behaviour and willingness to utilise technology is influenced by four underlying elements, namely performance expectancy (PE), effort expectancy (EE), social influence (SI) and facilitating conditions (FC). Based on this assumption, the specific objective of this study is to investigate the relationship between these factors and a fast-food restaurants employees’ intent to use robots at work. The role of gender as a moderator in each of these interactions was also considered in this study. Based on data acquired from an online survey, the stated hypotheses were tested using the Partial Least Square (PLS) approach. The findings revealed that performance expectancy and social influence enhances an employees’ intention to use robots at work. It also showed that there was no moderation effect in the proposed model. This study presents empirical facts and direction to managers in the fast-food industry in Malaysia, researchers and practitioners regarding the adoption of robots or technology-based services at work. Theoretical advances as well as prospective research directions are also explored.

COVID-19 and Obesity: When an Epidemic meets a Pandemic

Obesity has emerged as an epidemic worldwide, with an incidence of more than 40% in the United States and Europe. (2)The results of this study raise major concerns for Pakistan, where food is a major part of the culture. A healthy diet is often misunderstood as the consumption of desi ghee, sweets, and fatty foods.(3) The fast-food industry is growing rapidly in Pakistan, leading to greater consumption of foods rich in cholesterol and saturated fatty acids. According to a study by Pellegrini et al., lockdown has contributed to reduced exercise, anxiety, boredom, and unhealthy eating habits.(4) A higher percentage of body fat has increased the risk of multimorbidity which is considered as a risk factor of COVID-19.(5) A thorough online literature search was carried out on PubMed, and PakMediNet and no research was found assessing the correlation between obesity and COVID-19 in Pakistan. This shows the lack of attention given to this factor in the country. It is the duty of the physician to educate patients about the possible risks associated with obesity. This should be done keeping in view the patients’ socio-economic background, ensuring that the treatment plan is economically feasible. Patients should be advised to follow a balanced diet including vegetables and organic foods while avoiding junk food and frequent visits to restaurants. Adults and children should follow an active lifestyle where emphasis must be placed on daily exercise, a healthy breakfast, and a proper sleep schedule. It is imperative that patients are aware of the multimorbidity associated with obesity to lessen the burden on the health facilities in Pakistan and promote patient health. Continuous...

ANALYZING THE DEGREE OF FREEDOM IN DECISION-MAKING IN THE MCDONALD’S FRANCHISE MODEL: THE PERSPECTIVE OF THE FRANCHISEE

Objective: The main objective of this study is to analyze the degree of freedom that the franchisee has in making business decisions compared to the corporate unit or, in other words, the degree of freedom that the franchiser grants the franchised establishment in managing its business. Methods: Franchising is one of the most widely used strategic alliances worldwide, mainly in two sectors: Retail and hospitality. This research is contextualized in the fast food industry, specifically in the McDonald’s restaurant chain. In order to reache the objective, five in-depth interviews have been carried out with franchisees of the well-known American company located in Spain. Results: The main findings show highly relevant information about the degree of freedom in the decision-making of McDonald’s franchisees which is scarce and limited since the decisions about the company are made and executed mostly by the franchiser. While the franchisees have a certain autonomy to hire their employees (human resources) and determine the marketing strategies (marketing), the supplies are managed and controlled by the franchiser. Conclusions: With regards to the results we can conclude that the corporate strategies are formulated and implemented by the franchiser itself due to its strategic nature. The competitive strategies are also the responsibility of the franchiser in the main, as he is in charge of building a certain competitive position. Nevertheless, it is the franchisees, encouraged by the franchisers, who incorporate technologies to their establishments to provide a better service. Finally, the functional strategies are those in which the franchisee has a greater degree of freedom. They focus on how to use and apply the resources and skills within each functional area.

The Current Use and Management of Single-Use Items (SUIs) in the Fast Food Industry in Ho Chi Minh City, Vietnam

This study aims to determine the composition and the weight of individual single-use items (SUIs) generated in the selected fast-food restaurants (FFRs) in Ho Chi Minh City (HCMC), Vietnam. A semi-structured questionnaire was used to collect data of SUIs consumed per day from 126 FFRs covering six popular fast food companies (FFCs). At the same time, waste from 30 FFRs was collected, and its composition and weight were determined. Consequently, the amount and composition of the waste varied among the studied FFCs and is dependent on the food menu, the number of franchises for each FFC, customer number, size, and the type of SUIs used at these restaurants. Total waste collected across the six FFCs was 6 t.d-1 and was equivalent to 1560 t.yr-1 in HCMC. Of which, single-use plastic items (SUPIs) waste and single-use paper items (SUPaIs) waste accounted for 39% and 28%, respectively. The total weight of unnecessary SUPIs (condiment containers, straws, and forks) generated was about 44 t.yr-1. The results suggest that the necessity of standardizing the type and size of the SUIs used at the FFRs, phasing out the use of unnecessary SUPIs, improving the local waste management practices through material recovery and recycling.

Internal Influences on Consumer Behavior of Burgarooh Restaurant: A Case in the Fast Food Industry of Oman

Internal Influences on Consumer Behavior of Burgarooh Restaurant: A Case in the Fast Food Industry of Oman Nasser Juma Al Harthi MBA, Middle East College Email: [email protected] Dr. Maria Teresa Matriano Assistant Professor, Department of Post-Graduate Studies, Middle East College, Oman Email: [email protected] Abstract Purpose:- The Sultanate of Oman is one of the countries where the restaurant and fast food sectors are active. The study aims to analyze the factors affecting customers' choice of fast food. This research measures both personal and psychological elements on buying fast food in the Sultanate of Oman. This project is concerned with the internal influences of personal factors and factors that interact with the individual consumer. Design / methodology / approach:- The research has attempted to sample 486 customers of the restaurant from its various branches and used survey questionnaire and online interviews for data collection. Interviews were facilitated with group of customers in the restaurant branches in the Governorate of Muscat. Findings:- The study concluded that the most critical factor in choosing a burger for the consumer is that it is a means for family and friends' participation by 44%. In comparison, 43% of the participants considered that the preparation speed is one of the main factors in choosing burger meals. The study also indicated that the product's price is one of the least influencing factors for selecting the product. Moreover, the study has also concluded that fast food consumption is based on community participation and accessibility rather than direct personal choices. Research limitation / Implications:- The study indicated that product's price is the least influencing factors for selecting the product and concluded that fast food consumption is based on community participation and accessibility rather than direct personal choices. Originality / value:- There are no previous studies conducted on internal influences on consumer behavior. The study places psychological factors, which represent convictions and beliefs, at the forefront of the factors affecting the consumer's buying decision.

Purchasing Intentions toward Fast Food: The Mediating Role of Consumer Attitudes toward Fast Food

We highlight the role of fast food awareness and the features affecting the intentions of individuals buying it. The fast food industry is developing rapidly, opening new doors for various stakeholders. The objective of the study is to identify the impact of knowledge of fast food on the desire to buy fast food, study its impact on fast food purchasing intentions, and uncover the effect of fast food attitudes on consumers’ purchasing intentions and intention patterns. Several studies discuss the factors prompting fast food purchases, but convincing findings have not been reported. The previous research did not disclose some significant variables influencing consumers’ fast food-related decisions, namely, knowledge and uniqueness-seeking qualities. The existing studies are centered on connections between facts about fast food and unique consumer traits (independent variables), attitudes toward fast food (mediator), and fast food purchasing expectations (dependent variable). The mediator between attitudes toward fast food and fast food purchasing intentions is family structure. In previous studies, the variables and connections were examined from a different perspective. The study’s data were collected through a questionnaire, and 279 consumers frequenting well-known shops in Pakistan were sampled. To provide statistical evidence, exploratory factor analysis, confirmatory factor analysis, and multigroup moderations were performed. Knowledge of fast food and uniqueness-seeking characteristics were relevant both directly and through mediation when predicting fast food purchasing intentions. The hypothesized direction between attitudes toward fast food and fast food purchases was also significantly moderated by family structure. This study is the first of its kind and helps identify the fast food purchasing behaviors of consumers in developing countries. The shift from joint family systems to a nuclear family model is a particularly important change in the social experience of food.