Table 2 Measurement model

Please rate the following constructs; food quality, service quality, restaurant location, restaurant atmosphere, price and variety of food of your favorite restaurants

Food quality

α = .921, CR = .914, AVE = .727 √AVE = .852

F1

Taste

F2

Fresh and rich flavor

F3

Nutritional content

F4

Eye appealing

Service quality

α = .907, CR = .899, AVE = .690, √AVE = .831

SQ1

Quickness of service line

SQ2

Order fulfillment time

SQ3

Attentive staff

SQ4

Courteous

Restaurant atmosphere

α = .892, CR = .895, AVE = .510, √AVE = .714

RA1

Cleanliness

RA2

Comfortable environment

RA4

Layout

Restaurant location

α = .895, CR = .893, AVE = .73, √AVE = .857

RL1

Convenient location

RL2

Short walking distance

RL3

Parking convenience

Price

α = .898, CR = .901, AVE = .753, √AVE = .867

P1

Good value for the price charged

P2

Appropriate portion size

P3

Reasonable price item

Variety of food

α = .884, CR = .890,

AVE = .730, √AVE = .851

V1

Food choices (menu)

V2

Ready to deliver (in stock)

V3

Special meals and promotion are offered frequently.

Customer satisfaction

α = .939, CR = .939,

AVE = .795, √AVE = .891

CS3

I’m satisfied with restaurant atmosphere.

CS4

I’m satisfied with restaurant location.

CS5

I’m satisfied with the price range of restaurant.

CS6

I’m overall satisfied with the quality of restaurant service.

Brand loyalty

α = .960, CR = .960,

AVE = .883, √AVE = .939

BL1

I have been with my favorite fast-food restaurant for a long time.

BL2

I am planning to continue relying on my favorite fast food restaurants for a longer period.

BL3

If restaurant were to raise their prices, I would continue visit the same restaurant

ALI

Once I get used to a fast-food restaurant, I hate to switch

AL2

I have developed some sort of emotional connection with my favorite fast-food restaurant

CL1

When I decide to stay with a fast-food restaurant, I make sure that it is a competent one

CL2

Client loyalty in fast-food restaurants is based on good experiences

CSR

α = .951, CR = .948,

AVE = .786, √AVE = .886

ELCSR1

It behaves ethically/honestly with its customers

ELCSR2

It always respects the norms defined in the law when carrying out its activities

ELCSR3

It respects the ethical principles in its relationships and it gives priority over achieving superior economic performance

PLCSR1

It directs part of its budget to donations for social causes

PLCSR2

It committed toward society by improving the welfare of the communities in which it operates

Social trust

α = .937, CR = .935,

AVE = .611, √AVE = .782

Generally speaking, would you say that most people can be trusted or that you can’t be too careful in dealing with people?

Per1

When I face any problem in restaurant, it couldn’t influence me negatively.

Per2

When I face any problem in restaurant, it couldn’t lead me to untrustworthiness.

T1

I can tolerate if restaurant doesn’t meet standard of honesty once.

T2

I can tolerate if restaurant doesn’t meet its delivered service promise once.

F1

I believe, today’s restaurants are more inclined to accommodate their customers/co-operative.

F2

I am careful when dealing with fast food operators

SC1

I am satisfied with safety standards (security)

SC2

I feel safe when I dine in my restaurant.

SN1

I mostly visit restaurants recommended by my friends.

SN2

My trust on restaurant is affected by my friend opinion.