Revisiting customers' perception of service quality in fast food restaurants |
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| Institution: | 1. Department of Hospitality & Tourism Management, Pamplin College of Business, Virginia Tech, Blacksburg, VA 24061, USA, USA;2. Department of Apparel, Events, and Hospitality Management, College of Human Sciences, Iowa State University, Ames, IA 50010, USA;1. College of Hospitality and Tourism Management, Sejong University, 98 Gunja-Dong, Gwanjin-Gu, Seoul 143-747, Republic of Korea;2. School of Tourism, Hanyang University, 17 Haengdang-dong, Seongdonggu, Seoul 133-791, Republic of Korea;1. Conrad N. Hilton College of Hotel & Restaurant Management, University of Houston, 4450 University Drive, Suite S240, Houston, TX 77204, USA;2. Conrad N. Hilton College of Hotel & Restaurant Management, University of Houston, 4450 University Drive, Suite 239-D, Houston, TX 77204, USA;3. College of Hospitality and Tourism Management, Sejong University, 209 Neungdong-ro, Gwangjin-gu, Seoul 05006, Republic of Korea;4. Conrad N. Hilton College of Hotel & Restaurant Management, University of Houston, 4450 University Drive, Houston, TX 77204, USA;5. Conrad N. Hilton College of Hotel & Restaurant Management, University of Houston, 4450 University Drive, Suite 235-C, Houston, TX 77204, USA;1. Putra Business School, Universiti Putra Malaysia, Serdang, Malaysia;2. Faculty of Economics and Managemnt, Universiti Putra Malaysia, Serdang, Malaysia;3. Taylor''s Business School, Taylor''s University Lakeside Campus, Malaysia;4. Universiti Tun Abdul Razak, Malaysia;1. Dedman School of Hospitality, Florida State University, 288 Champions Way, UCB 4114, Tallahassee, FL 32306, United States;2. Dedman School of Hospitality, Florida State University, 288 Champions Way, UCB 4116, Tallahassee, FL 32306, United States |
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| Abstract: | This research is an extension to previous work in fast food restaurant marketing. The population of this research consists of actual fast food restaurant customers. Following the literature, data are analyzed using Confirmatory Factor Analysis, Structural Equation Modeling, and Path Analysis. Findings of this work identify factors impacting customer satisfaction, as well as dimensions of service quality and their rankings in the fast food restaurant context. Results indicate that there is no direct way of increasing behavioral intentions through improving service quality for fast food restaurants. Rather, behavioral intentions can be improved through customer satisfaction as an intermediary. Further, this work finds evidence that customer satisfaction can be improved through service quality, food quality, and price-value ratio, which in turn would pave an indirect path toward improvement in behavioral intentions in this industry. Results of this research shed light on prioritizing managers’ focus and resource allocation for customer satisfaction and different dimensions of service quality and can be used by fast food restaurant managers to set guidelines and strategies in providing better service to their customers. |
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| Keywords: | Fast food retailing Customer satisfaction Consumer service marketing Behavioral intentions Marketing strategy |
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