Customer perceptions of “McService”’: Relationship with return intention |
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| Authors: | Robin B DiPietro Mahmood A Khan Diego Bufquin |
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| Institution: | 1. School of Hotel, Restaurant and Tourism Management, College of Hospitality, Retail and Sport Management, University of South Carolina, Columbia, SC, USA;2. Department of Hospitality and Tourism Management, Pamplin College of Business, Virginia Tech, Blacksburg, VA, USA;3. Rosen College of Hospitality Management, University of Central Florida, Orlando, FL, USA |
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| Abstract: | The fast-food restaurant segment has been a dominant player in the restaurant industry since the 1960s. The recent changes in the needs and wants of guests have affected fast-food restaurants' ability to keep up with the trends regarding healthy and high-quality food options served at reasonable prices. The service quality perceptions assessed in this study were divided into the following constructs: overall experience, employees, ordering process, receiving order, and food quality. The results determined that the construct that influenced repeat intention was food quality, specifically the individual items “fresh food” and “food taste.” The study also found that males tended to evaluate employees more positively than females. Moreover, frequent fast-food diners only tended to have favorable perceptions with regard to the overall ordering process. Implications for practitioners and suggestions for future studies are discussed. |
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| Keywords: | Fast-food restaurants return intentions service perceptions service quality |
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