Factors Affecting Fast Food Restaurant Image in Peshawar: Moderating Role of Customer Personality Traits

Abstract

Relating unique identity of product with consumer buying behavior is not so straight forward. Many factors need to be studied in order to investigate this relationship. This study was conducted to see the direct effects of various marketing elements including brand name, service quality, food price and the ambient factors on customer perception about the restaurant image as well as the moderating influence of consumers’ personality traits on such relationship. Data was collected from two hundred and forty customers in six well known restaurants of Peshawar in order to examine the hypothesized relationships. The findings of the study support the hypothesized relationship between the study variables and hence all the hypotheses of the study are supported. The study findings particularly the moderating role of personality traits of restaurant customers’ in building customers’ restaurant perception is of immense importance for academicians in general and restaurant management in particular. The study also presents valuable future research directions which will further this inquiry in future.

Full text

Agris on-line Papers in Economics and Informatics
Volume XIII Number 1, 2021
Factors Affecting Fast Food Restaurant Image in Peshawar:
Moderating Role of Customer Personality Traits
Henrietta Nagy1, Safdar Sana2, Wisal Ahmad2, Ragif Huseynov1, Muhammad Farooq Jan3, Peter Bielik4
1 Tomori Pál College, Budapest, Hungary
2 Institute of Business Studies, Kohat University of Science and Technology, Pakistan
3 Faculty of Business Administration, Iqra National University Peshawar, Pakistan
4 Slovak University of Agriculture in Nitra, Slovakia
Abstract
Relating unique identity of product with consumer buying behavior is not so straight forward. Many factors
need to be studied in order to investigate this relationship. This study was conducted to see the direct eects
of various marketing elements including brand name, service quality, food price and the ambient factors
on customer perception about the restaurant image as well as the moderating inuence of consumers’
personality traits on such relationship. Data was collected from two hundred and forty customers in six
well known restaurants of Peshawar in order to examine the hypothesized relationships. The ndings
of the study support the hypothesized relationship between the study variables and hence all the hypotheses
of the study are supported. The study ndings particularly the moderating role of personality traits of restaurant
customers’ in building customers’ restaurant perception is of immense importance for academicians in general
and restaurant management in particular. The study also presents valuable future research directions which
will further this inquiry in future.
Keywords
Restaurant image, service quality, ambiance, personality traits.
Nagy, H., Sana, S., Ahmad, W., Huseynov, R., Jan, M. F. and Bielik, P. (2021) “Factors Aecting Fast Food
Restaurant Image in Peshawar: Moderating Role of Customer Personality Traits", AGRIS on-line Papers
in Economics and Informatics, Vol. 13, No. 1. pp. 105-119. ISSN 1804-1930. DOI 10.7160/aol.2021.130108.
Introduction
Restaurants are playing a strategic role
in the economic growth of any country and the fast
food sector has become one of the world’s largest
emerging sector (Anita and Singh, 2007; Baldwin,
2018). The global perspective of restaurant industry
unveils that this industry is among the fastest
growing sectors (Cravy, 2018). For instance,
the global analysis shows that total revenue
generated from fast food restaurants in united states
amounted to 799 billion dollars at the end of 2017
employing more than 14.7 million people which
is 10 percent of the total US workforce and it is
projected that only restaurant industry will create
16.3 million jobs by 2027. The total business
volume of restaurant industry in UK was worth
73.6 billion euros followed by 50 billion euros
in France, 40 billion euros in Germany
and 19 billion euros in Netherlands (Cravy, 2018).
The Asia pacic market as the expert says is
the most fastest growing largest market
for restaurant industry with 10 percent growth rate
annually which contributed to 1.1 trillion dollars
in 2014 and is projected to reach to 1.5 trillion
dollar sales between 2015 and 2019 (Cravy, 2018).
According to Shaikh and Zahid (2018), Pakistan is
ahead of all developing countries in annual spending
on eating out which is more than 11.78 billion.
They further assert that according to the State
Bank of Pakistan, Pakistanis are spending almost
40 percent of their income on readymade food.
This all implies that the fastest growing restaurant
industry does not only provide jobs and career
opportunity to millions of people but also serves
as the engine of economic growth as well
as positively inuence other associated industries
which further leads to greater economic growth
(Shahzadi e al., 2018). It is also paramount
to mention that due to exponential growth
in the number of restaurants, the competition
among restaurants has risen much than ever. Despite
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Factors Aecting Fast Food Restaurant Image in Peshawar: Moderating Role of Customer Personality Traits
that there is a sucient size of loyal customers,
a large segment of restaurant customers is price-
sensitive (Shaikh and Zahid, 2018). Customers
want value for their money and are always in search
for more aordable options.
Amid of such competitive environment
and to ensure that restaurants remain sustainable
and have a sound base of loyal customers who
should regularly visit for dinning, it has been stated
that customer is the most important marketing
tool who inuences and assesses the quality
and image of the restaurant (Kukanja, 2014).
Numerous factors have been stated to inuence
customers’ decision to choose a restaurant. These
include both tangible and intangible aspects
of customers’ consumption experience including
service quality, type and quality of food
served, location of a restaurant, the prestige
of the restaurant, and ambiance etc (Pedraja
and Yagüe, 2001). However, extant literature
on restaurant also evidences that the importance
of various factors in customer selection
of a restaurant diers and it depends on particular
factors that drive an individual to visit a restaurant
(Tichaawa and Mhlanga, 2018; Alonso et al,
2013; Akbar and Alaudeen, 2012). Hence,
studying the decision making pattern of restaurant
customers considering dierent restaurant related
elements has become the core area of interest
for researchers and restaurant management
(Tichaawa and Mhlanga, 2018). Among these
factors, the restaurant image has been a keen area
of interest for researchers since positive image
of a restaurant has been predominantly advocated
to inuence the restaurant customers’ decision
about choosing a particular restaurant (Aziz
and Chok, 2013; Akbar and Alaudeen, 2012; Chung
and Kim, 2011).
Aziz and Chok (2013) assert that any image
is a combination of impressions and emotions
perceived by consumers. Literature on restaurant
image identies numerous factors covering both
factual as well as emotional factors. This includes
price, quality of service, restaurant environment
etc (Chung and Kim, 2011). Besides, literature
on marketing and brand management also declares
the eects of branding and ambient factors
that aect customers’ perception about a brand
(Keller, 1993). Each of these factors has its own
contribution in forming customer perception about
the brand. Despite the positive outcome of these
various factors, it is however worth to mention that
these factors have also been the part of a crucial
debate in enhancing restaurant image (Akbar
and Alaudeen, 2012). Researchers have identied
many other factors that inuence customers’
image of a restaurant. However scholars have
the agreement that dierence in factors aecting
restaurant image is due to factors such as cultural,
ethnic and economic background and hence they
have dierent criteria in determining the restaurant
image (Chung and Kim, 2011). Tichaawa and
Mhlanga (2018) while comprehensively covering
the factors aecting restaurant image conclude
that such dierence is mainly due to customers’
individual characteristics such as economic,
demographic as well as personality related
factors. They assert that investigating the factors
determining restaurant image in isolation to such
factors is incomplete.
As guided by marketing literature in general,
the role of an individual personality in customers’
decision making in many other aspects of life
has been a major research debate. Researchers
have conceptualized an individual personality
as the sum of psychological characteristics that
determine a person ability to perform (Tichaawa
and Mhlanga, 2018). The two common
characteristics of personality in literature are
the locus of control (LOC) and self-monitoring.
Locus of control means how an individual perceives
its external environment with regard to the rewards
that he/she has achieved so far (Tichaawa
and Mhlanga, 2018). Thus a person with greater
internal or external locus of control will behave
dierently towards the external environment.
A consumer with greater internal locus of control
is said to have more positive attitude compared
to the one having greater external locus
of control. Contrarily, consumers with external
locus of control (LOC) are more concerned
in the business dimensions linked with societal
properties and moderates the relation
with servicing business (James and Wright,
1993). Similarly, the other aspect of personality,
the self-monitoring, is the gauge of motivation
used for attitudes and its two forms are high
and low self-monitor personalities which
dierentiate individuals in dierent processes such
as psychological, intellectual and emotional process
in dierent consumers (James and Wright, 1993).
As James and Wright (1993) found, various groups
diered signicantly with dierent inner emotions,
attitudes and expressions. Even studies from
psychology evidenced that highly self-monitors are
more reactive to situational cue that improves the
positivity of the self-images compared to low self-
monitor (Krosnick, 1990). Moreover, in restaurant
industry too, self-monitoring was found to have
a signicant moderation eect on customers’ minds

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Factors Aecting Fast Food Restaurant Image in Peshawar: Moderating Role of Customer Personality Traits
(James and Wright, 1993). Hence, we believe that
consumers with dierent personality characteristics
(Locus of control Vs Self-Monitoring) may have
dierent response while assessing the eects
of various marketing variables on consumers
perception about the restaurants they visit.
The current investigation therefore aims
to further deepen the understanding of how
dierent personality traits of restaurants’ customers
moderate the intensity of eect of various
determinants of fast food restaurant image. More
specically, the study empirically investigates
the moderating eect of personality traits
of restaurant customers on the relationship between
dierent factors inuencing the restaurant image.
The extant literature evidences that restaurant
image has been least studied from the perspective
of customer personality traits (Tichaawa
and Mhlanga, 2018). As indicated by literature
and also stated earlier, it is more likely that
restaurant customers with dierent personality
traits may behave dierently towards the factors
aecting image of the restaurant (Tichaawa and
Mhlanga, 2018). Hence, this study is an eort to nd
the impact of marketing variables like
restaurant name, food prices, consumer services
and atmospherics on restaurant’s image
with the inclusion of consumer personality traits
as a moderating factor.
Research objectives:
1. To investigate the direct eect of various
marketing elements (brand name, service
quality, food price and the ambient factors)
on restaurant image.
2. To investigate the moderating eect
of customers’ personality traits
on the relationship between various
marketing elements and restaurant image.
Research questions:
The broader questions this research will address are
as under:
1. What is the role of marketing variables (brand
name, price, customer service, and ambient
factors) in relation to the development
of restaurant image?
2. What is the moderating role of dierent
consumer personality traits on the relationship
between various marketing variables (brand
name, price, customer service, and ambient
factors) and restaurant image?
Image is the mixture of complete idea of factual
and expressive feelings (Oxenfeldt, 1975).
Consumers respond to restaurant’s characteristics
factually and psychologically (Oh, 1995).
According to Chung and Kim (2011), restaurant
image is the complete inkling that is supposed
by customers. Restaurant image is a vital feature
of the consumer satisfaction and a crucial factor
for customers’ choice of a restaurant. Downs
and Haynes (1984) predict that there exists
a positive association between restaurant success
ratio and its successful image. The center
of attention and eorts for a high-quality restaurant
is to create the image in the minds of target
consumers through advancement in decoration
and internal design. Wang (1990) suggests that
the visits of target customers to the restaurant depend
on the image of particular restaurant in a customer
mind. Restaurant image plays an important role
to draw consumers and make strong marketplace
contained by the competitive atmosphere
(Rosenbloom, 1981; Tabassum and Rahman, 2012).
To have an aggressive improvement, restaurants
should generate distinctiveness in its values
and images which should be dierent
and unique from other fast foods restaurant.
The trustworthiness of the consumers becomes vital
when it is connected with the high-quality image
of the restaurant (Rosenbloom, 1981).
Quite earlier, Lessig (1973) found a positive
association between restaurant image
and consumer’s devotion with the name
of the restaurant. Investors and owners
of the restaurants wash-out billions of dollars
for design, building structure and renewal
of restaurant to generate a high-quality image
in the minds of their potential consumers. One study
explores that physical appeal of a name and image
of the restaurant in customer mind is signicantly
correlated with patronage aim (Darden et al,
1983). Restaurant name makes energetic image
in consumer’s mind. Findings by Zimmer
and Golden (1998) suggest that customer frequently
use hotel names to clarify the idyllic position.
Restaurant image, being the collection of customers
mental perception has got widespread attention
and thus numerous factors have been identied that
form this mental schema (Tichaawa and Mhlanga,
2018). Researchers have used marketing and brand
management literature as theoretical foundation
to further towards identication of factors that form
restaurant image (e.g., Tichaawa and Mhlanga,
2018). These include brand name eects, price
of food served, customer perception of service
quality and the ambient factors (e.g., Tichaawa
and Mhlanga, 2018). These factors and its
association with restaurant image are discussed

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Factors Aecting Fast Food Restaurant Image in Peshawar: Moderating Role of Customer Personality Traits
hereafter. Further, as advocated in the psychology
literature, the consumers’’ personality traits (Locus
of control and Self-monitoring) have been found
to inuence an individual behavior (Krosnick,
1990). Thus, the next section also highlights
the moderating inuence of restaurant customer
personality traits on how the various marketing
variables inuence the restaurant image.
Linkage between brand name and brand image
Brand name is one of the fundamental components
of brand building process and hence the brand equity
(Keller, 1993) Brand name reects the collection
of knowledge about the product (Richardson et al.,
1994) and is one of the basic signicant factors which
captures the main theme or primary association
of a product (Keller, 1993). According to Keller
(1993), companies and marketing professionals
must be very cautious about naming their products
since successful brands among many other factors
share a good strategic brand name. He further
elaborates that a strategic brand name should be
catchy, short, and repetitive. He illustrates few such
renowned brand names as “Kit-Kat, Coca Cola,
Bizzinet etc. Further, a good brand name resonates
the product quality. In other words, the brand name
should be meaningful and should reect the benets
of the product such as Comfort, Tough, Executive
etc. (Keller, 1993). Indeed, a good strategic brand
name has been advocated to build greater positive
brand equity by forming greater awareness as well
as positive perception and image associations
(Keller, 1993). The customers’ quality perception
of the product has been often found to relate
positively with brand name (Keller, 1993).
Olshavsky (1985) study on retail store image
recommends that positive restaurant image
in customer’s memory depends on valuable brand
name. Even much earlier, Lessig (1973) found
a close positive relationship between restaurant
image and consumer’s devotion and commitment
with the name of the restaurant. Hence, the study
hypothesizes that stylish and good restaurant name
would have a positive relationship with restaurant
image.
Price and brand image
Price is much commonly used as a dierentiation
tool such that customers relate high price with high
quality (Keller, 1993). The knowledge about price
has been stated to be one of the top behavioral
consideration in the last four decades and hence
a strategic tool for marketing professionals.
(Dib and Alhaddad, 2014). Price has been one
of the important marketing mix element (Wise
and King, 1973). Moreover, price is an important
selection factor for consumers (Agárdi and Bauer,
2000). It is recognized that consumers encode
the price information into memory in various
representative forms. Even the amount customers
pay has a strong eect on customers’ assessment
of the product quality, thus equating high price
with premium quality and vise verse. Price has
also been stated to inuence customer awareness
(Kenesei and Todd, 2003) which refers to the ability
of customers to recall the price paid (Monroe,
2003). Kenesei and Todd (2003) further elaborate
the concept of price awareness by stating that
price awareness can be in the form of a price paid
by customer, intensity of price search and thirdly
the intensity with which shoppers compare prices.
Akbar and Alaudeen (2012) reported that price
of a brand extensively aects consumer perception
about the product quality. Fornell (1994) reported
that customer satisfaction can be obtained by giving
them a positive best favorable price for the reason
that consumers always compare the prices
with the quality of products and services
particularly in shopping and expensive products.
Moreover, research by Tichaawa and Mhlanga
(2018) conrms that consumers perceive price level
as an instrument for improving the brand image
such that a higher brand price is perceived
by customers as better brand image. Hence, this
study assumes that restaurants with high meal prices
will also generate consumers’ positive perception
of these restaurants.
Customer service and brand image
The crucial issue of the hotel and restaurant industry
is the quality of service to its customers (Chung
and Kim, 2011). The service quality literature
reveals that customers remain more sensitive
to the service elements and their perception
about the quality of the service oered
by an organization signicantly inuence their
buying behavior (Keller, 1993). The service
quality has been found to be one of the crucial
factors that lead to greater customer satisfaction
(Chung and Kim, 2011). According to Tichaawa
and Mhlanga (2018), quality of customer service is
the major aspect of consumer’s overall happiness
and satisfaction. Further, there has been abundance
of literature evidence on the favorable outcome
of customer satisfaction on company brand equity
(Tichaawa and Mhlanga, 2018) of which brand
image is one of the signicant factor (Keller,
1993). Aydin and Ozer (2005) conclude that
high service quality is one of the central factor
to combat competitors in the service market and
has a direct eect on customer satisfaction as well

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Factors Aecting Fast Food Restaurant Image in Peshawar: Moderating Role of Customer Personality Traits
as customer trust. This also implies that a customer
is satised when he / she gets more than what he
expected before purchase. Even the performance
of the service provider is mainly judged by the service
quality. Besides, there are numerous studies in food
sector conrming a close signicant relationship
between service quality and customer satisfaction.
Service quality has been measured in terms
of food quality, physical environment, employee
service (Dutta et al., 2014). For instance, Ryu
et al. (2012) stressed on the signicance of quality
of food as a measure of customer satisfaction
in food sector. According to Qin and Prybutok
(2009), food quality in restaurants has a signicant
positive eect on customer satisfaction. Satised
customers have more positive word mouth
for advocating the organization and thus it is
believed that customers favoring a restaurant on its
service quality would also have a positive image
of the restaurant.
Linkage between ambient factors of restaurants
and brand image
Developing an environment of right mood is a crucial
factor in customer satisfaction particularly in food
sector (Arin et al., 2011; Mattila and Wirtz, 2001;
Basera et al., 2013). Even restaurants are using
the ambiance factors as a tool of competitive
advantage which implies that perception
about the quality of food is also inuenced
by the atmospherics in which customers are served
(Zeithaml and Bitner, 2003). It has been argued
that restaurant providing a pleasing ambiance
attracts more customers to stay and spend money
compared to those not providing such ambiance.
Such ambiance includes everything such as interior
of a restaurant, building color and design,
decoration, exterior appearance, room temperature,
walls texture, background music, lighting,
and aroma etc. (Omar et al, 2011; Zeithaml
and Bitner, 2003).
Levy and Weitz (2009) suggest that restaurant’s
atmospherics are referred to the main characteristics
that endeavor and strengthen the restaurant
atmosphere with the mixture of diverse signs
such as lights, paints, melodies, and fragrance.
What customer eats, drinks and feel are deeply
prejudiced by senses of tastes and smell. Feldman
(2009) reported that a normal person sense of taste
is able to detect more than one thousands dierent
odors and those persons have strong abilities
to simply remember odors connected with lengthy
forgotten events. Therefore, if a consumer is not
satised with an experience to some restaurant,
that consumer might be highly memorizing it
every time when he / she snis that fragrance.
From an imaginative point of view, paints
of restaurant have the capability to revoke
thoughts, expressions, and behavior of dierent
customers (Tichaawa and Mhlanga, 2018). Since
the coloring and painting attract consumer`s
mind, therefore it may create both the positive
or negative feelings. Similarly, lighting appears
in a multiplicity of shapes and is used for many
purposes like background lighting, task lighting,
attractive lighting, vital lighting, and drawl
lighting. When the restaurant atmosphere is bright
enough, customers are more able to examine
and touch the products in the restaurants (Feldman,
(2009). Similarly, Mattilia and Wirtz (2001) predict
that dierent sound melodies are a signicant part
in improving overall customer thoughts
and emotions. Research ndings of Ryu and Jang
(2008) also evidence that restaurant ambiance such
as aroma, music, temperature etc. has a signicant
eect on the emotional responses of restaurant
customers which also inuence their post-dining
behavioral intentions. Hence, it is postulated
that restaurants with good ambiance would help
customers develop good feelings and emotions
and hence would also develop positive associations
about the restaurant.
Factors aecting fast food restaurant image:
consumers’ personality traits as a moderator
Individual’s personality has been a major research
debate in many elds including science, arts
and creativity. Personality of an individual is
the sum of psychological characteristics that
determine a person ability to perform (Tichaawa and
Mhlanga, 2018). The two common characteristics
of personality in literature are the locus of control
(LOC) and self-monitoring (James and Wright,
1993; Rotter, 1966). Much earlier, Rotter (1966)
gave the concept of locus of control for the very rst
time in his research study from societal learning
theory, and subsequently gained a very vital
and positive attention towards behavioral researches.
These concepts have been modied and developed
largely in many elds like service business (James
and Wright, 1993) health sectors (Wallston
and Wallston, 1976) and nance sector (Duxbury
et al., 1996). First, theory of locus of control
(LOC) was produced in psychology literature
as an individual typology and then practically
applied on managerial level and specically
in the business management elds like restaurant
sectors (Hodgkinson, 1992). Rubin and Rubin
(1992) research reveal that locus of control became
an important psychosomatic ancestor to how

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Factors Aecting Fast Food Restaurant Image in Peshawar: Moderating Role of Customer Personality Traits
and why persons correspond interpersonally. They
suggest that locus of control can be internal as well
as external.
Consumers having greater internal locus of control
are more in self-controls and have more positive
serviceable attitudes and are more likeable to come
back to restaurants or repurchasing abilities than
consumers with greater external locus of control
(James and Wright, 1993). Consumers with external
locus of control (LOC) are more likeable to be
concerned in the business dimensions linked
with societal properties and moderates the relation
with servicing business (James and Wright,
1993). The consumers of service organizations
like restaurants may be better if a customer
thinks of himself or herself as complete employ
of the particular restaurant, and has control during
the dealings (Tichaawa and Mhlanga, 2018).
The other dimension of personality trait,
self-monitoring, is a gauge of the motivation
used for attitudes and forecasts the way that
attitudes lead by actions. The two forms of self-
monitoring are high and low self-monitors which
dierentiate individuals in dierent processes like
psychological, intellectual and emotional processes
(James and Wright, 1993). They found dierent
results for groups with dierent inner emotions,
attitudes and expressions. Some research ndings
of psychology can be relevant to service related
behaviors too. For instance, Krosnick (1990)
found that highly self monitors are more reactive
to situational cue that improves the positivity of the
self-images compared to low self-monitors. Even
in restaurant industry, self monitoring was found
to have a signicant moderation eect on customers’
judgment (James and Wright, 1993). Johar
and Sirgy (1991) reveal that eciency of restaurant
image in opposition to instructive marketing
can dier depending upon a variety of viewers’
factors including self-monitoring, where highly
self-monitors react more positively to restaurant
image and societal uniqueness and lower
self-monitors react more positive to informative
(functional) demands (Krosnick, 1990). Thus,
it is believed that consumers with dierent
personality characteristics (Locus of control
Vs Self-monitoring) will have dierent response
for the eects of marketing variables on consumers
perception about the restaurants they visit.
Theoretical framework
Based on the literature review, the following
theoretical framework of the study is deduced
(Figure 1).
Hypotheses
Based on the literature discussion, the following
hypotheses of the study are proposed.
Direct relationship:
H1: There exists a signicant positive relationship
between brand name and restaurant image.
H2: There exists a signicant positive relationship
between food price and restaurant image.
H3: There exists a signicant positive relationship
between customer services and restaurant image.
H4: There exists a signicant positive relationship
between ambient factors and restaurant image.
Moderating hypotheses:
H5: Consumers’ personality traits (Locus of control
and Self-monitoring) would have a signicant
moderating eect on the relationships between
Source: own editing, 2020.
Figure 1: The theoretical framework of the study.

[111]
Factors Aecting Fast Food Restaurant Image in Peshawar: Moderating Role of Customer Personality Traits
brand name and restaurant image.
H6: Consumers’ personality traits (Locus of control
and Self-monitoring) would have a signicant
moderating eect on the relationships between food
price and restaurant image.
H7: Consumers’ personality traits (Locus of control
and Self-monitoring) would have a signicant
moderating eect on the relationships between
customer services and restaurant image.
H8: Consumers’ personality traits (Locus of control
and Self-monitoring) would have a signicant
moderating eect on the relationships between
ambient factors and restaurants image.
Materials and methods
Data and sampling
In order to test the hypothesized linkages between
the study variables, data was collected from fast food
customers in six well-known fast food restaurants
of Peshawar, the provincial capital city of Khyber
Pakhtunkhwa. To ensure the validity of the data
as well as generalizability of the study ndings,
six out of nine well established major fast food
restaurants were selected, thus representing
more than sixty six percent of the total number
of fast food restaurant in the capital city. Hence,
sucient representation of the fast food sector
in the provincial capital was ensured. To further
ensure the generalizability and greater representation
of the sample, only those six fast food restaurants
were selected which were believed to have greater
diversity in terms of customers. Hence a judgmental
sampling approach was adopted to select
the restaurants. Prior approval of the restaurant
was sought and with the help of restaurant manager
in each restaurant, questionnaires were distributed
to consumers who visited the restaurants for dinning.
In each of the six restaurants, forty questionnaires
were distributed that led to a total sample size
of two hundred and forty restaurant customers.
From each restaurant, forty usable questionnaires
were returned and hence the response rate was 100
percent.
Study measures
Review of existing conceptualization guided that
the measurement of the study variables could
reliably be attained through the already established
validated measures. Hence, all the study measures
including restaurant name (brand name), service
quality, restaurant image, and personality
type and restaurant ambience were adopted
from established literature (Eliwa, 2006). To make
the questionnaire more understandable, every item
of the questionnaire was typed in both English
as well as Urdu (National Language). The rst
section of the questionnaire consisted of information
about restaurant customers’ demographics
including age of customers, gender, marital
and professional status and nally income level.
The second section was containing items related
to various study variables. The restaurant image,
a dependent variable, was measured using six items
such as “I usually use this restaurant as my rst
choice’; “This restaurant has a unique perception
in my mind”; “This restaurant is dierent from other
restaurants”. Restaurant brand name was measured
using eight items such as “Restaurant brands
are familiar to me”; “Appropriate brand name
of the product enhances the image of the restaurant”;
“For better restaurant image good product brand
name is mandatory”; “A well-known product brand
name creates the value of restaurant in the mind
of customer”. Customer service at the restaurant
was measured with the help of six items such
as “Customer service of the restaurant enhances
image of the restaurant”; “This restaurant has
an excellent reservation system”; “Overall customer
service of the restaurant is good”. Similarly,
customer perception about price of the food
and services was measured using ve items including
“Price of the restaurant products is reasonable”;
“Favorable products prices enhance the restaurant
image”; “High product prices improve the image
of the restaurant at customer mind”. Restaurant
ergonomics / ambient factors were measured using
eight items such as “This restaurant is situated
in an excellent geographical location with car
parking facility”; “This restaurant has an excellent
physical appearance”; “The restaurant internal
environment is neat and clean”. Lastly,
the personality traits of customers (Locus
of Control) was measured with the help of ve items
such as “When I make plans, I am almost certain
that I can make them work”; “It is impossible
for me to believe that chance or luck plays
an important role in my life”. The other dimension
of personality traits (Self-Monitoring) was
measured using ve items such as “I nd it hard
to imitate the behavior of others”; “At parties
and social gatherings, I do not attempt to do
or say things that others will like”; “I rarely need
the advice of my friends to choose restaurant”.
All the study measures were measured using
ve point Likert scale ranging from strongly
disagree (1) to strongly agree (5).

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Factors Aecting Fast Food Restaurant Image in Peshawar: Moderating Role of Customer Personality Traits
Data analysis
The collected data was analyzed using SPSS
(v.20). Initially descriptive and reliability analysis
were carried out followed by hypotheses testing
for direct and moderating relationship using
the Baron and Kenny (1986) regression analysis
approach.
Results and discussion
The demographic prole of the respondents shows
that male respondents were one hundred and forty
four out of two hundred and forty comprising
of sixty percent of the total sample compared
to ninety six female respondents that comprised
of forty percent of the total sample size.
The age-wise analysis of the sample respondents
was as follow: Participants in the age bracket
of 20-25 years represent 48 out of 240 members
that depicts 20% of the total sample. Sample
respondents with ages from 26-30 years
and 31-35 years were each twenty ve
percent respectively. Participants’ having ages
of 36-40 years and 41-45 years remained
16.9 percent and 13.1 percent respectively. Further,
restaurant customers with salary level below
Rs. 15000, Rs. 16000-30000, Rs. 31000-45000
and above Rs. 46000 remained 21.9%, 18.1%
17.5% and 42.5% respectively.
Reliability analysis
The collected data on various measures of the study
was checked for internal consistency (Table 1).
The cronbach's alpha coecient values
for restaurant image, brand name (restaurant
name), price, customer service, ambient factor
and personality traits were found to be 0.83, 0.83,
0.82, 0.79, 0.81 and 0.84 respectively as evident
from Table 1.
Variables Cronbach’s α No of Items
Brand Name .83 5
Food Price .82 5
Customer Services .79 5
Ambient Factor .81 5
Restaurant Image .83 5
Personality Traits .84 6
Source: Source: own editing, 2020.
Table 1: Reliability of measuring instrument.
Hypotheses testing: direct and moderating
relationships
To test the hypothesized relationship (direct and
moderation eects), the Baron and Kenny (1986)
statitical technique was applied. To test the direct
relationship between brand name (restaurant
name) and restaurant image (H1) as well
as the moderating eect of consumers’ personality
traits on this relationship (H5), the Baron and Kenny
(1986) regression analysis was run. As evident
from table 2 below (Step 1), the brand name
(restaurant name) was found to signicantly aect
consumers’ image of restaurant (R-Square = 0.786,
p<0.05). The R square statistic shows that brand
name has a signicant eect on restaurant image
amounting to 78.6 percent, thus conrming a direct
relationship between brand name and restaurant
image and hence H1 is supported. Further,
the moderation eect was observed by looking
into the interactive eects of brand name
and personality traits on restaurant image. Results
of the analysis (Step 4, Table 2) found that 69.4%
variations in restaurant image was explained
by multiplied variables i.e. brand name
and personality traits. Result depicted that
the value of R square increases from 0.618 (Step 1)
to 0.694 (Step 4) and the beta weights are
Steps R∆R² F B TSig
Step 1
BN(IV)
RI (DV) .786 .618 255.592 .786 15.980 .000
Step 2
BN(IV)
PT(MV) .862 .744 458.610 .862 21.415 .000
Step 3
PT(MV)
RI (DV) .862 .743 457.794 .862 21.396 .000
Step 4
BN+BN*PT
RI(D.V) .618 .694 177.930 .817 6.230 .000
Note: BN: Brand Name; PT: Personality Traits; RI: Restaurant Image
Source: own editing, 2020.
Table 2: Regression analysis summary for brand name and restaurant image with moderation of personality traits (N=240).

[113]
Factors Aecting Fast Food Restaurant Image in Peshawar: Moderating Role of Customer Personality Traits
also increased implying that personality traits
signicantly moderate the relationship between
brand name and restaurant image. Hence, H5 is also
supported.
To test hypothesis two (H2) stating the direct
linkage between price of meal served
at the restaurant and restaurant image, as well
as the moderating eect of consumers’ personality
traits on this relationship (H6), the Baron
and Kenny (1986) regression analysis (Table 3)
found that price of meal has a signicant relationship
with restaurant image (Step 1) (R-Square = 0.787,
p < 0.05). As revealed by the R-square statistic,
price of meal explains 78.7 % variation in restaurant
image, thus conrming a direct relationship between
price of meal and restaurant image and hence H2 is
supported. Moreover, the interactive eects of food
price and personality traits on restaurant image
(as can be seen in table 3) was also found signicant
with increase in R-square value from 0.619
(Step 1) to 0.694 (Step 4) proving that personality
traits of consumers interacts with price that
signicantly moderates the relationship of price
and restaurant image. Hence, H6 is also supported.
Table (4) presents the analysis of direct relationship
between customer service at the restaurant
and the restaurant image (H3) as well
as the moderating eects on it by customer
personality traits (H7). Regression analysis
for direct relationship between customer service
and the restaurant image conrmed a signicant
relationship (Step 1) (R-Square = 0.79, p < 0.05).
The R-square statistic shows that there exists
a signicant relationship between customer service
and restaurant image amounting to 79 percent,
thus supporting H3. Further, the combined
eect of customer service and personality traits
on restaurant image (Step 4) was also found
signicant such that R square increased from 0.624
(Step 1) to 0.698 (Step 4) and the beta weights also
increased (0.79 to 0.80) implying that personality
traits also signicantly moderates the relationship
of service quality and the restaurant image. Hence,
H7 is supported.
Steps R∆R² F B TSig
Step 1
P(IV)
RI (DV) .787 .619 257.072 .787 16.033 .000
Step 2
P(IV)
PT(MV) .867 .751 477.625 .867 21.855 .000
Step 3
PT(MV)
RI (DV) .862 .743 457.794 .862 21.396 .000
Step 4
P+P*PT
RI(D.V) .619 .694 178.347 .810 6.207 .000
Note: P: Price; RI: Restaurant Image; PT: Personality Traits
Source: own editing, 2020.
Table 3: Regression analysis summary for price and restaurant image with moderation of personality traits (N=240).
Steps R∆R² F B TSig
Step 1
CS(IV)
RI (DV) .790 .624 262.701 .790 16.208 .000
Step 2
CS(IV)
PT(MV) .870 .756 489.841 .870 22.132 .000
Step 3
PT(MV)
RI (DV) .862 .743 457.794 .862 21.396 .000
Step 4
CS+CS*PT
RI(D.V) .624 .698 181.098 .802 6.164 .000
Note: CS: Customer Service; PT: Personality Traits; RI: Restaurant Image
Source: own editing, 2020.
Table 4: Regression analysis summary for customer services and restaurant image with moderation of personality traits
(N=240).

[114]
Factors Aecting Fast Food Restaurant Image in Peshawar: Moderating Role of Customer Personality Traits
Analysis for hypothesis four and eight (H4 and H8)
covering the direct relationship between ambient
factors and restaurant image (Table 5) was found
signicant (Step 1) with regression coecient value
of 0.79 implying that ambient factors bring 79%
change in building customers’ perception about
the restaurant. Hence, hypothesis four postulating
a direct relationship between ambient factors
and restaurant image is supported. The moderation
eect analysis shows that the interaction
of restaurant ambient factors and consumers’
personality traits (Steps 4) has a signicant positive
eect on restaurant image amounting to 69.7%.
Further, the value of R square increases from 0.624
to 0.697 and the beta weights are also increased
signicantly from 0.79 to 0.80 implying that H8 is
also supported.
Conclusion
The ndings of this study are two fold; one, that
dierent marketing factors including brand name,
price of food served, quality level of customer service
and ambient factors were found to have a signicant
eect on customer image of the restaurant they
choose, and secondly; whether dierent personality
characteristics of such customers moderate these
relationships. Hence, besides, the factors aecting
restaurant image, another interesting and novel
ndings of this study is the moderating inuence
of restaurant customer personality traits on the eects
of various marketing variables (customer service
quality, food price, brand name and ambiance)
on restaurant image. All the moderating hypotheses
(H5, H6, H7 and H8) were supported such that
the value of R-square increased in all
the moderations implying that customers’
personality traits did inuence the relationship
among various marketing variables and restaurant
image. The ndings of this study conrm all
previous studies stating a signicant positive role
of various marketing variables used in this study.
For instance, Mhlanga and Tichaawa (2016)
empirically found that good quality customers’
service, food quality and good ambiance are among
the key factors inuencing the customer’s choice
of a restaurant. Similar ndings are also reported
by Akbar and Alaudden (2012) who found that
consumers prioritize restaurants rst on the basis
of food quality, then trustworthiness
and followed by service quality, food price,
restaurant environment and nally the location
of restaurant. Indeed, it would be safe to conclude
that such ndings are almost very general
(e.g., Josiam and Monteiro, 2004; Mhlanga
and Tichaawa, 2016) with the exception that
few researchers posit that the type of restaurant
also inuence customers perception about these
marketing variables (Hensley and Sulek, 2007;
Kim and Moon, 2009). For instance, Kim and Moon
(2009) assert that due to dierence in customers’
expectations and perceptions about their dining
experiences, their criteria for selection of restaurants
may also vary when they are deciding where to go
and eat. This is also paramount to mention that Kim
and Moon (2009) views also somehow matches
with the personality traits proposition as used
in this study. That is, all marketing variables earlier
found to have inuence on customers’ selection
of a restaurant may vary and it depends
on customers’ personality type as advocated
by other marketing (Tichaawa and Mhlanga, 2018)
and psychology researchers (Krosnick, 1990; James
and Wright, 1993).
Regarding the moderating role of customers’
personality traits, the study nding implies
that customer personality has a crucial role
Steps R∆R² F B TSig
Step 1
AM(IV)
RI (DV) .790 .624 262.335 .790 16.197 .000
Step 2
AM(IV)
PT(MV) .870 .756 489.903 .870 22.134 .000
Step 3
PT(MV)
RI (DV) .862 .743 457.794 .862 21.396 .000
Step 4
AM+AM*PT
RI(D.V) .624 .697 180.331 .802 6.31 .000
Note: AM: Ambient Factors; PT: Personality Traits; RI: Restaurant Image
Source: own editing, 2020.
Table 5: Regression Analysis Summary for Ambient factors and Restaurant Image withmoderation of Personality Traits
(N=240).

[115]
Factors Aecting Fast Food Restaurant Image in Peshawar: Moderating Role of Customer Personality Traits
in the selection of factors that determine customers’
restaurant choice as claimed by Tichaawa
and Mhlanga (2018) and psychology researchers
Krosnick (1990) and James and Wright (993).
Tichaawa and Mhlanga (2018) has very rightly said
that dierence in factors aecting restaurant choice
is mainly due to dierence in customers’ individual
characteristics such as economic, demographic
as well as personality related factors.
The moderating eects of personality factor in this
study also substantiate this claim of Tichaawa
and Mhlanga (2018) that it is incomplete
to investigate the factors determining restaurant
image in isolation to cultural and personality
factors. Such ndings have worthwhile implications
for restaurant management which suggest that it is
not merely the price, food quality or ambient factors
that aect customers’ choice of a restaurant, rather
personal characteristics of customers also deserve
much attention.
It is also paramount to mention that the signicant
eect of various marketing factors as found
in this study including food price, brand name,
food quality etc. have enormous implications
for the supplies that restaurant industry gets
from various suppliers including agriculture industry
(Jekanowski, 1999). The growth in expenditures
of fast food is evident from the food purchased
by the fast food industry. As revealed by Jekanowski
(1999), the growth of multinational fast food
restaurants can have a signicant eect on various
segments of the agriculture marketing system.
For instance, the annual consumption of Pizza
Hut milk consumption is over 3.2 billion pounds,
approximately 2.5 percent of the total annual milk
production. Similarly, it required approximately
17.5 million pounds of cheese amounting to fty
percent of total cheese production in United States.
Same is the case of McDonald which used more than
644 million pounds of beef and 1.35 billion pounds
potato representing 2.5 and 3.2 percent of the total
annual production of United States (Jekanowski,
1999). Agriculture industry supplies major raw
ingredients to food industry which can signicantly
increase the value added through food industry
(Gouk, 2012). This linkage between agriculture
sector and food industry covers many other
businesses related to food processing, conversion,
preparation and preservation and packaging (Gouk,
2012). With the change in lifestyle such as faster
pace of work, shortage of time and greater demand
of convenience in food as well as other factors
including low cost, customers’ taste preference
and new brands, the fast food industry is growing
at a very high rate across the globe even at a faster
rate than the annual GDP growth in some countries
(Wang, Wang, Xue and Qu, 2016). With the changes
in consumers’ life styles, increased population
size, increased household income and increased
leisure and recreational activities, the fast food
industry has long lasting positive consequences
for the economic growth. This also indicates
that keeping in view the greater potential of fast
food industry for economic growth as well as its
linkage with agriculture sector, a major economic
contributor in Pakistan economy (Rehman, Luan,
Abbas, Chandio, Hussain, Nabi and Iqbal, 2015),
there is a need for major agricultural reforms such
as taxation system reforms, and better marketing
systems for agricultural inputs and commodities.
Such reforms will ensure that customers of fast food
industry get best quality food, as well as consistent
supply of required amount of agricultural products.
Recommendations and future research direction
In the light of study ndings, the consumer
personality traits, a moderating factor and other
marketing variables studied in this study can
be considered as fundamental in order to build
up a good restaurant’s image. It means
the overall restaurants eciency could be improved.
It is necessary to develop such environment
or atmosphere where clients are pleased
and satised with the best services they may get
from that particular restaurant. In this fashion,
clients become faithful with that restaurant and their
regularity of visits to the same restaurant will more
likely increase. It is also highly recommended that
customer personality traits also play a signicant
role in how various marketing variables such
as price, food quality, service quality ambiance
etc aect customers’ choice of a restaurant. Hence,
due attention should also be given to personality
of restaurant customers. Though the study is
a comprehensive endeavor to investigate how
consumers’ personality traits (Locus of control
and self-monitoring) exert inuence
on the relationship between various important
factors (e.g., brand name, service quality, ambient
factors etc.) and restaurant image, the underlying
mechanism of such relationship may be further
studied by including other mediating variables
so that these relationships could be more deeply
investigated. For instance, how the ambient factors
stimulate sensory pleasure and aect the customer
satisfaction which in turn may lead to positive
restaurant image. Moreover, the study model was
tested in six well known restaurants of Peshawar
which can be further studied in much detail
by extending it to more prestigious hotel chains

[116]
Factors Aecting Fast Food Restaurant Image in Peshawar: Moderating Role of Customer Personality Traits
of the country. Moreover, greater generalizability
of the study ndings could be obtained by studying
the determinants of restaurant image in a more
socially and culturally diverse setting. In the same
vein, similar studies can be conducted in other
service sectors like insurance and nancial services
organizations.
Corresponding authors
Dr. habil. Henrietta Nagy, Ph.D., Associate Professor
Tomori Pál College, Művelődés str. 21-27, 1223 Budapest, Hungary
E-mail: henriettanagydr@gmail.com
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