Impact of Motivators of Spreading Food and Beverage Rumors of Fast Food Restaurants' Brand Name on Customers' Loyalty

Document Type : Original Article


Hotel Management Department, Faculty of Tourism and Hotels, Minia University,Minia, Egypt


Rumors are often happen unexpectedly and can cause substantial damage to brand name, including loss of reputation, reduced sales, damaged corporate credibility, and impacted on customers' loyalty. Rumors are often shared in the marketplace about fast food restaurants brand name. These rumors have got communicated from customer to customer and social media. This research aims to assess the impact of motivators of spreading food and beverage rumors on customers' loyalty of fast-food restaurants' brand names. A quantitative approach was adopted in this research. A web-based questionnaire was conducted for a sample of expected customers in of fast-food restaurant’s brand name (700 participants). These restaurants were in McDonald's, Kentucky fried chicken, Domino's pizza, Pizza Hut, Subway, Burger King, Wendy's, Starbucks, Chili's, Taco Bell and Hardee's restaurants located in Greater Cairo. SPSS V. 16 was used to analyze data. Descriptive statistics, a one-sample T-test, and linear regression coefficients were used to analyze the research data. The results revealed that anxiety management motivators (β = 0.263, Sig. = 0.000), information sharing motivators (β = 0.397, Sig. = 0.000), relationship management motivators (β = 0.554, Sig. = 0.000), and self enhancement motivators (β = 0.534, Sig. = 0.000) have a statistically significant positive influence on customers' loyalty. This research provided valuable recommendations to enhance trust and customers loyalty for customers with fast-food restaurant’s brand name.