Consumer Dissonance and its Influence on Consumer Service Quality in Quick Service Restaurants in Chennai City

International Journal of Economics and Management Studies
© 2018 by SSRG - IJEMS Journal
Volume 5 Issue 5
Year of Publication : 2018
Authors : R.Ravimohan, Dr.R.Nandagopal, Dr P.S.Manjula
How to Cite?

R.Ravimohan, Dr.R.Nandagopal, Dr P.S.Manjula, "Consumer Dissonance and its Influence on Consumer Service Quality in Quick Service Restaurants in Chennai City," SSRG International Journal of Economics and Management Studies, vol. 5,  no. 5, pp. 19-24, 2018. Crossref,


 Identifying Consumer Dissonance in Quick Service Restaurants (QSRs) and ensuring that their consumers do not get dissatisfied and become consumers of their competitors is the need of the hour for all QSRs. Hence this study attempts to identify the factors that cause Consumer Dissonance (CD) in QSRs and what are the factors that have a relationship with CD. In this case it is Consumer Loyalty (CL). This Research paper is based on a study conducted on the basis of the responses given to the structured questionnaire administered to the respondents of the four QSRs viz., McDonalds, Kentucky Fried Chicken (KFC), Pizza Hut, and Subway in Chennai City by the researchers. The two important factors which affect customers in QSRs in Chennai City as identified by the researchers are CD and CL. Another aspect which has been studied by the researchers is the kind of relationship that exists between CD and CL in the abovementioned QSRs in Chennai City.



Dissonance, Cognitive Dissonance, Consumer Dissonance, and Consumer Loyalty.


[1] Merriam’s Webster Dictionary. 
[2] Dr. Lamin T Kamara - 2013 - Business & Economics. 
[5] Cognitive Dissonance after Purchase: A Multidimensional Scale-Jillian C. Sweeney, Douglas Hausknecht &Geoffrey N. Soutar. 
[6] The Theory of Cognitive dissonance and Experimental research by Sadomi Oshikawa. 
[7] Critical Perspectives on business and management by Michael John Baker. 
[8] Cognitive Dissonance Theory. 
[9] Cummings, W.H. & Venkatesan, M. 1976, ‘Cognitive dissonance and consumer behaviour: A review of the evidence’, Journal of Marketing Research, vol. 13, no. 3, pp. 303–08. 
[10] Robert. J .Holloway ,An Experiment on Consumer Dissonance, Journal of Marketing. Vol. 31 (January,1967), pp. 39-43. 
[11] Sadaomi Oshikawa, Can Cognitive Dissonance Theory Explain Consumer Behaviour?, Journal of Marketing, Vol. 33 (October,1969). pp. 44-49. 
[12] chapter/3-1- factors-that-influence-consumers-buying-behavior/. 
[13] 29204127. 
[14] http;/ 
[15] businesscustomer-loyalty.html. 
[16] final-piece-puzzle.