THEORETICAL FRAMEWORK

The quick-service restaurant (QSR) sector has a significant impact on global

cultural and economic development. However, because of its standardized products
and low level of brand loyalty, quick service restaurants (QSRs) have a particularly
challenging time building relationships with customers. However, in a highly
competitive market environment, businesses must develop a solid customer-focused
relationship marketing strategy to implement their business strategy. The current
strategy in this regard concentrates on marketing tactics for client happiness. Studies
have not before examined the relationship between information communication
technology (ICT) used by a QSR and customer behavioral intentions.
Early research on technology acceptance points to a technology acceptance
model (TAM) for understanding user behavioral intentions that uses the viewpoints of
PEOU (Perceived ease of use) and PU (Perceived utility). A theory of reasoned action
(TRA), a technology acceptance model (TAM), a motivational model (MM), a theory of
planned behavior (TPB), a combined TAM and TPB (C-TAM-TPB), a model for PC
utilization (MPCU), innovation diffusion theory (IDT), and social cognitive theory (SCT)
were then integrated by Venkatesh et al. to explain the relationship between consumer
behavioral intention and user behavior. They developed the Unified Theory of
Acceptance and Use of Technology (UTAUT), which builds on earlier research by
outlining four crucial factors: performance expectation (PE), effort expectation (EE),
social influence (SI), and enabling conditions (FC). A lot of people utilize UTAUT, which
includes four moderators (gender, age, experience, and voluntariness) to characterize
how someone adopts technology.
McDougall et al. (2000) investigated the relationships between three variables
that are core service quality, the relation between service quality perceived value and
customer satisfaction, and future intentions of these four variables in their study
"Customer satisfaction with services: Putting Perceived Value in the Equation." In his
2002 study, "Service Loyalty and the Effects of Service Quality and the Mediating Role
of Customer Satisfaction," Caruana explored the link between customer repurchase
behavior and service loyalty. Qin et al. (2009) established the third research model.
The researchers looked at the relationship between service quality, food quality,
perceived value, and customer happiness as well as potential characteristics of service
quality in their study, "Service quality, customer satisfaction, and behavioral
intentions in fast-food restaurants."
There is a clear connection between future plans and consumer happiness. The
factors that influence satisfaction differently depending on the service. In particular,
depending on the service, the weight given to perceived value and fundamental service
excellence was flipped. A key finding was that, in order to present a more
comprehensive picture of the factors influencing patron happiness at quick service
restaurants, both perceived value and service quality aspects should be included in
customer satisfaction models.