Exploring the Impacts of McService on Customers’ Loyalty: An Emerging Market’s Perspective |
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| Authors: | Kyuho Lee Mahmood Khan Inhyuck “Steve” Ha Jae-Youn Ko |
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| Institution: | 1. Associate Professor of Marketing, Department of Business Administration, Sonoma State University, Rohnert Park, CA, USA;2. Professor of Hospitality Management, Department of Hospitality and Tourism Management, Virginia Tech, National Capital Region, VA, USA;3. Professor of Economics, College of Business, Western Carolina University, Cullowhee, NC, USA;4. Professor of Hospitality Management, College of Hotel Management, Kyunghee University, Seoul, Korea |
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| Abstract: | The aim of the study is to examine the key service quality attributes that affect Korean consumers’ loyalty toward McDonald’s in Korea. A survey instrument was developed to examine the key service quality attributes that influenc Korean consumers’ loyalty. The surveys were distributed to Korean college students. The results of the study suggest that social place and employee service quality are the two major dimensions that significantly affect Korean respondents’ intent to return to McDonald’s. Interestingly, convenience, value, and food quality were not found to be major dimensions that impact Korean respondents’ intention to return to McDonald’s. This finding is starkly different from the common belief that McService is based on value and covenience, as emphasized by McDonald’s value statements. The results of the study suggests that Korean consumers view McDonald’s as a social gathering place and expect high service quality from McDonald’s. |
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| Keywords: | Emerging market fast food loyalty McDonald’s McService |
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