The Effect of Service Quality Dimensions on Hedonicand Utilitarian Attitude and Brand Preference(Case Study: Fast Food Restaurant Industry)

This research’s main objective was the investigation on the effect of service quality dimensions on hedonic and utilitarian attitude and brand preference in fast food restaurant industry. For information gathering about research scope the researchers reviewed using two methods; library and field studies helping the index cards and questionnaires as tools for measuring the research variables. The research population was Boof chain restaurant customer in Tehran. Cluster sampling method was used to determine the respondents. A total of 450 questionnaires were distributed that 390 responses of which were used for data analysis. Data were analyzed using the Structural Equation Modeling (SEM) techniques. The research findings indicate that physical environment and outcome qualities had significant direct effect on hedonic attitude to consumption. Also interactional and outcome qualities had significant direct effect on utilitarian attitudes. On the other hand, preference of one brand compared to others is dependent on both of hedonic and utilitarian attitudes