Abstract:
This article presents raw inferential statistical data that determined the how selected multi-sensory dimensions such as sight, sound and smell would influence consumer attitudes towards quick-service restaurants, restaurant patronage intention, food purchase decision, food consumption satisfaction, restaurant attachment, repurchase intention and positive word of mouth in South African quick-service restaurants. To test the conceptual model an online questionnaire was used to collect data from Generation Z restaurant consumers within the metropolitan area of Bloemfontein, South Africa. The data were analysed using a quantitative approach. Reliability and validity were confirmed. The data was presented using Structural Equation modeling (SEM) using the Smart PLS program. The analysis of the SEM path shows estimates of the interconnectivity of the major constructs in the data. The findings from this dataset show that sight, sound and smell had on consumer attitudes towards quick-service restaurants and restaurant patronage intention. In addition, consumer attitudes towards quick-service restaurants and restaurant patronage intention had a positive influence on food purchase decisions. Food purchase decisions positively and significantly influenced food consumption satisfaction. Additionally, food consumption satisfaction positively and significantly influenced restaurant attachment, repurchase intention and positive word of mouth. Furthermore, restaurant attachment had a positive influence on repurchase intention and repurchase intention had a positive influence on positive word of mouth. Moreover, surprisingly, restaurant attachment had a negative and an insignificant influence on positive word of mouth.
