Perception Of Quality Of Fast Food. The impact of percieved quality on the purchase intention in the fast food sector

      Аннотация: This research is an important progress for the customer perception on the fast food quality, customer awareness and product/service quality and customer satisfaction to determine their impact on customer purchase intentions and finally customer retention behavior. The perception of the food quality, taste creates a strong bonding between the customers and fast food industry on the purchase intention. Customer satisfaction and service quality are the key function for an organization. It is important to focus on quality of service provided by the organizations, which cannot be overlooked by the organization. Now days the fast food industry has become extremely competitive area. . Purchase intention is actually the mantel plan of a customer in which he /she intend to purchase a product or service at the same time or in near future. In my opinion purchase intention is the most important factor that is involves in customer buying behavior. All the companies and organization strive and adopt many methods and strategies that increase purchase intention of customers.

Ключевые слова: Customer value, Perceived Quality, perceived risk, purchase intention, Innovative Food, Freshness; Presentation, purchase intention trend