Purpose: The brand image is considered the primary factor affecting consumer choice because of the high competition in the Quick Service Restaurant (QSR) industry. Consumer perceptions and eating preferences are becoming a powerful source of information affected by the internet due to increased utilization of digital platforms in online trials and ratings. Prior to selecting a QSR, the customers typically use the web-based platform such as Google reviews, Zomato, and Swiggy to evaluate the quality of the food, the service standard, the hygiene status, and the overall experience. This research is aimed at investigating how online reviews and online ratings affect the brand image of Quick Service Restaurants. The paper is aimed at comprehending the impact of online feedback on consumer trust, brand perception, purchase intention, and brand switching. The results will be useful in forming the valuable insights that QSR operators can use to address the challenge of online reputation management and enhance brand perception that will help them compete better in a more digital market. Methodology: The research relies on primary data that is obtained with the help of a structured questionnaire that will help to capture consumer perceptions about online reviews and ratings of QSRs. The questionnaire also has demographic variables and Likert scale statements to understand the effects of online reviews on the brand image and decision-making. The study was chosen to include 60 respondents. The data was analyzed with the help of statistical tools like One Sample t-test to define the importance of the online reviews and ratings on QSR brand image.
Ms. Vaishnavi Narendra Sawant (2026) studied this question.