The determinants of customers’ trust and perceptions in the fast food industry

Abstract

Nowadays the fast food restaurants have reached in a massive way penetrate the whole world, and the demand of the customers continues growing based in their need, lifestyle and wishes. This fast expansion is impacting the economy since fast food franchise is positioned in the market as one of the most significant business positioned not just in United States also around the world (Dant, Kacker, Coughlan, & Emerson, 2007). Every day is higher the demand of people to consume this type of food and this increase has originate a special interest of many researches concerning about health issues, who consider that it is necessary explore the most important indicators of the consumption of fast food among people which in their majority can be influenced by beliefs, cross cultural values, marketing strategies, reference groups and purchasing behavior (Haven, 2015 ). The main purpose of this research is to investigate the impact of customers trust toward a fast food brand, influence by brand equity dimensions (brand awareness, brand loyalty, perceived quality and other brand associations) and on customer perceptions and behavior (customer satisfaction and word-of-mouth). In order to examine this prediction, the questionnaire was conducted among Nicaraguan respondents in Nicaragua, The statistical analysis of the survey data was run through the PLS program since the model has structural equations. Our findings indicate evidence for the influence of brand equity dimensions namely brand awareness, brand loyalty, perceived quality and other brand associations, and on customer perception and behavior (customer satisfaction and word-of-mouth). Which significantly influence in the relationship and trust of the respondents regarding with their favorite fast food brand. Based on these findings we suggest that fast food brand can strengthen their customer’s trust by focusing on improving these mentioned dimensions.