Dining at gas stations: an analysis of nonconventional fast-food outlets from a consumer behavior perspective

Abstract

PurposeThe objective of this paper is to investigate the effect of the dining experience elements at gas stations foodservice outlets: (1) food quality, (2) service quality, (3) convenience and (4) atmospherics on customers' overall satisfaction and behavioral intention. This study also examines the mediating effect of overall satisfaction on dining experience elements and behavioral intention.Design/methodology/approachThis paper applies a quantitative approach, using partial least square-structural equation modeling for analysis. Survey data were collected online from 231 participants in the United States.FindingsConvenience and food quality are strong predictors of gas station food purchasing overall satisfaction and behavioral intention. Meanwhile, service quality and atmospherics were not statistically significant.Research limitations/implicationsThis study's survey was conducted online. Participants reflected on their dining experience at gas station dining outlets in the prior week.Practical implicationsThis study contributes to the existing foodservice literature by exploring dining at gas stations. It also provides a new insight into the importance of convenience in influencing overall satisfaction and behavior intention in a gas station foodservice setting.Social implicationsThis study helps with the understanding of consumer behavior and expectations of a fast-food setting. This study helps with enhancing convenience in order to improve the customers' experience and reduce their daily stress relating to wait time for purchasing fast-food meals.Originality/valueThis is the first study to examine consumer experience at a gas station food service setting.