A multiple case study on customer perceptions of personalized digital promotions and ordering decisions among quick-service restaurant customers

Abstract

The growing use of digital platforms in the food service industry has made digital promotions an important factor in customers’ ordering decisions. However, little is understood about how customers perceive digital promotions, the emotional responses they evoke, and how trust and perceived relevance shape ordering behavior. This study explored these factors among customers of quick service restaurants (QSRs) residing in Minglanilla, Cebu, Philippines, guided by the Stimulus–Organism–Response framework. The study used a qualitative multiple-case study design to examine customers’ experiences with discounts, loyalty programs, combination deals, and limited-time offers. Researchers collected data through semi-structured focus group discussions with 25 Minglanilla residents who used food delivery applications and online platforms seven to ten times monthly. The data were analyzed thematically to identify recurring patterns in participants’ perceptions, emotions, and ordering decisions. Findings revealed that customers responded more positively to promotions that were clear, understandable, visually appealing, and relevant to their preferences. Beyond monetary savings, trustworthiness and transparency influenced customers’ willingness to consider and act on promotional offers. Limited-time promotions created urgency, encouraging faster decisions and, occasionally, unplanned purchases. Combining promotional strategies also appeared to strengthen customer engagement compared with individual strategies. These findings suggest that digital promotions influence ordering behavior through financial incentives, emotional responses, perceived relevance, and trust. The study concludes that affordability, transparency, relevance, and convenience are essential considerations in developing effective digital promotions. Quick service restaurants in Minglanilla, Cebu, may use these insights to develop customer-centered promotional strategies that encourage purchasing decisions and strengthen customer engagement in an increasingly competitive digital marketplace.