Awareness matters: the influence of back-end quality assurance measures on satisfaction and brand equity in fast-food restaurants

Purpose While several antecedents of customer satisfaction and brand equity have been examined in the literature, limited scholarly evidence exists on how back-end quality assurance measures influence these outcomes. More critically, whether the effects of such measures on satisfaction and perceived brand value vary depending on consumers' cognizance of them remains unclear. This study, therefore, examines the effects of quality assurance measures on customer satisfaction and customer-based brand equity in the fast-food subsector of the hospitality industry, positioning consumer cognizance as a moderating condition that explains heterogeneity in these relationships. Design/methodology/approach Data from 918 fast-food customers were analyzed using SPSS and AMOS version 28. Findings The results show that quality assurance is positively associated with customer satisfaction and customer-based brand equity. The results further show that consumer cognizance has a significant interactive effect on the positive relationship between quality assurance measures, customer satisfaction, and customer-based brand equity, such that the relationships are stronger when consumers are aware of the quality assurance measures. Practical implications Fast-food managers should complement investments in back-end quality assurance with deliberate communication strategies that enhance consumer awareness. Making certifications, sourcing standards, and safety protocols visible through in-store cues and digital platforms can amplify satisfaction and strengthen brand equity, ensuring operational excellence translates into perceptible customer value. Originality/value The study represents a pioneering effort that examines the influence of quality assurance measures on customer satisfaction and customer-based brand equity within the fast-food subsector of the hospitality industry.