Question 3 answer begins - Customer acquisition and retention can be quite challenging. Customers frequently struggle with a difficult decision-making process due to the wide variety of products and services accessible. In the end, consumers tend to patronize businesses that offer the highest levels of perceived value by their customers. When compared to competing alternatives, the customer's evaluation of the costs and benefits of a specific market offering determines this value (Kotler & Armstrong, 2021). Enhance external environment: the importance of the physical environment in QSRs, including both internal and external architectural elements. The Kauai restaurant should produce a welcoming and enjoyable dining experience to raise the perceptions of value. This can entail making sure everything is spotless, cosy, and aesthetically pleasing. Focus on service quality: The importance of service quality in the quick-service restaurant (QSR) sector is emphasized by the study. To ensure a favourable sense of service quality, it is advised that QSR chains prioritize well-trained and contented staff, efficient operational procedures, and good personnel service. As a result, the Kauai restaurant should spend money on staff training to ensure outstanding service and efficient operations. Evaluate the efficiency of the service: The perception of operational performance is identified as a crucial dimension of service quality. To effectively manage large client volumes, the Kauai restaurant should concentrate on providing efficient service and optimizing employee scheduling. To make sure staff employees are prepared to offer quick and high-quality service, it should also invest in induction and training programs. Improve food quality: In the study, the significance of food quality as a factor affecting consumers' opinions of QSRs' level of customer service is emphasized. It implies that in order to foster a favourable image of the food quality element, presenting savory, delectable food in hygienic packaging is essential. To live up to patron expectations, the Kauai restaurant needs to concentrate on regularly supplying top-notch, nutritious meals. Constantly assess the calibre of service quality: By continuously measuring service quality, the restaurant can gather valuable insights and identify areas for improvement. To monitor and enhance service quality, the Kauai restaurant may think about employing a comparable program or carrying out routine customer satisfaction surveys. Consider cultural factors: Although the paper does not particularly address cultural variables, it does emphasize the need for additional research in many nations to examine the impact of cultural elements on perceptions of service quality. It would be beneficial to take into account the particular cultural preferences and expectations of customers visiting the Virgin Active gym in South Africa for the Kauai restaurant. Incorporating regional cultural norms and preferences into the menu, atmosphere, or service style might help customers see value more favourably. Overall, the QUICKSERV article highlights the importance of service quality, food quality, the physical environment, and operational performance in influencing customers' perceptions of value in QSRs. The Kauai restaurant may raise the perceived value of customers utilizing the Virgin Active gym by focusing on these variables and regularly assessing and improving service quality, which will increase consumer satisfaction and loyalty QUESTION 3 answer ENDS. (Article 3 is odays busy work schedule results in highly stressed, variable eating routines, such as skipping breakfast and taking meals at unusual times (Sands et al., 2019). Such changes in consumption routines have resulted in the emergence of on the-go (OTG) food consumption (Jebarajakirthy et al., 2021a, 2021b). OTG consumption denotes the purchase and immediate consumption of food and beverages while in transit from one place to another (Sands et al., 2019). OTG consumption is a less time-intensive (Benoit et al., 2019) special form of food away from home (FAFH) consumption (Benoit et al., 2019; Sands et al., 2019) in the sense that while most FAFH consumption (e.g. dining in a restaurant) occurs in a relaxed environment, OTG consumption is instantaneous without much thought for choosing items owing to the urgency associated with such consumption. The OTG food market is booming exponentially across the globe. The Grocer (2020) report showed a 2.7% growth in the UKs food-to-go market, which is equivalent to GBP21.7bn. In Australia, in 2017, OTG food consumption increased by 13.3%, contributing approximately AUD63m to convenience stores (Elmas, 2018). Dairy products, snacks, sandwiches, coffee, beverages, ice cream, candies, chocolates, chips, muffins and doughnuts are typical products often purchased for OTG consumption (Heider and Moeller, 2012). One significant concern about the booming OTG consumption is consumers prefer mostly unhealthy items over healthy alternatives for OTG consumption. The findings of the study are subject to a few limitations that future researchers may resolve. Firstly, though every attempt was taken to confirm the realistic nature of the advertising message, these were not equivalent to the advertisements people encounter in day-to-day consumption settings. Hence, a better approach could be a laboratory or field experiment that can enable respondents to select or order food for OTG consumption after watching the advertising messages. Such a study will help realistically identify the impact of message framing and source credibility on the intention to eat healthy items for OTG consumption. For example, future researchers could coordinate with a local retailer selling items for OTG consumption and feature the advertising messages in-store with different conditions manipulated in this research before participants actually order for OTG consumption. Secondly, this study is focused on OTG consumers in Australia; hence, generalising the findings in other countries across the globe is questionable. Future researchers could replicate this study in other countries to enable generalisations. Lastly, OTG consumption is a dynamic phenomenon indicating that the cross-sectional data could be another limitation for this study. Future studies can test these relationships on a longitudinal basis to identify the variation in results over time. This study prompts some additional future research directions. OTG consumption is an emerging phenomenon in the convenience food market, and the healthy eating aspect of OTG consumption has been rarely studied in the extant literature. This study investigated the role of message framing and source expertise in enhancing healthy eating practices for OTG consumption. Thus, this study opens up a new array of future research on improving healthy eating for OTG consumption. Further studies can be carried out to investigate the effects of other message persuasion tactics on healthy eating intention and healthy eating practices for OTG consumption. Previous studies have shown other message tactics that have been effective in promoting healthy behavioural change, such as fear appeals, one- versus two-sided arguments physical versus social consequences (Orazi et al., 2015), ethnocentric appeal (Das and Saha, 2017) and temporal framing (Otterbring et al., 2021). Future studies can investigate the effectiveness of these tactics in driving a healthy diet in OTG consumption contexts. Besides, culture has a significant impact of consumption behaviour (Jebarajakirthy and Das, 2020; Das et al., 2022), including food. Future studies could investigate how healthy items selection for OTG varies based on different cultural perspectives. In conclusion, our study intends to draw the attention of retailers, marketers, health authorities and researchers on the pressing issue of encouraging healthy eating for OTG consumption. We have demonstrated how message framing (gain vs loss frame) and source expertise (high vs low) can encourage OTG consumers to select healthy items for OTG consumption. Accordingly, we expect to open a new academic debate about encouraging the selection of healthy items for OTG consumption.) Keeping in mind your answer to question 3 above, what value does Article 3 Communication strategies: encouraging healthy diets for on-the-go consumption add to the Kauai store in mention?. Please assist with answer to what value does Article 3 Communication strategies: encouraging healthy diets for on-the-go consumption add to the Kauai store in mention?