The Lahore Journal
of Business

The Lahore Journal
of Business

Lahore Journal of Business

(HEC recognized journal in “Y” category)

The Lahore Journal of Business is aimed at providing a specialized forum for dissemination of qualitative and quantitative research in various areas of business administration. The LJB invites researchers, policy makers and analysts to submit original theoretical and empirical papers that explore and contribute to the understanding of various areas in the business domain. The Journal aims at bringing together state-of-art research findings, particularly from emerging markets, in various business disciplines including (but not limited to) accounting, banking, management, marketing, finance, investments, human resource management and organizational behavior.

Saad Shahid and Shamila Nabi Khan

The purpose of this study is to find out how marketing and operations integrate to provide high-quality fast food delivery service. Based on survey data for three different restaurants that offer a telephone ordering service, we analyze the degree and strength of integration between marketing and operations and the relationship with customer behavioral intention. The results show that telephone customer care quality has a direct relationship with product quality and service quality. Both product and service quality have a significant relationship with consumer behavioral intention. We develop a model that integrates marketing and operations with accessibility and consumer attitudes to telephone ordering as moderator variables. Finally, the study suggests that each sample restaurant has a different operational strategy and needs to focus on different business factors.