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

DOI 10.7160/aol.2021.130108
No 1/2021, March
pp. 105-119

Nagy, H., Sana, S., Ahmad, W., Huseynov, R., Jan, M. F. and Bielik, P. (2021) “Factors Affecting 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.


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.


Restaurant image, service quality, ambiance, personality traits.


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