Explaining actual purchase behaviour in quick-service restaurants: an approach integrating the theory of reasoned action and customers' service perception

Purpose The aim of this study is to identify the factors that drive customers' actual purchase behaviour in a specific quick-service restaurant. To this end, a conceptual model is proposed that integrates constructs from the Theory of Reasoned Action (TRA) and the Service-Profit Chain. Design/methodology/approach A total of 430 surveys (with corresponding purchase receipts) were collected from customers of a franchised quick-service restaurant belonging to a renowned international brand. Data were analysed using partial least squares structural equation modelling.