VALUE PROPOSITION FOR SUSTAINABLE OF FAST CASUAL RESTAURANT

Abstract

The Objectives of this research article were to study factors and values proposition in terms of consumer behavior, perceived value, satisfaction and sustainable success of healthy fast casaul restuarant. This research applies a mixed research method using both quantitative research and qualitative research. In quantitative research, a sample of 444 consumers was selected. Cochran's sample size theory was applied because the population is large and the exact number of the population is unknown. Samples were selected by Cluster Sampling method with a questionnaire as a tool. It was found that consumer behavior has a direct impact on the success of healthy fast casual retuarant. Factors affecting the success of healthy fast food restaurant operators include value proposition, perceived value and satisfaction. Value proposition affects the perceived value, satisfaction and sustainable success of a healthy fast food restaurant business. In term of value proposition factors, consumers place the highest priority on quality of products and services, followed by customer relationship management. In terms of perceived value factors, consumers place the highest priority on social values followed by functional value. As for the consumer satisfaction factor It was found that the highest priority was value for money compared to the cost paid, followed by convenience and accessibility. In terms of sustainable growth factors, consumers place the highest priority on social well-being followed by environmental protection.