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Revisiting customers' perception of service quality in fast food restaurants

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  • Namin, Aidin

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.

Suggested Citation

  • Namin, Aidin, 2017. "Revisiting customers' perception of service quality in fast food restaurants," Journal of Retailing and Consumer Services, Elsevier, vol. 34(C), pages 70-81.
    • Handle: RePEc:eee:joreco:v:34:y:2017:i:c:p:70-81
    DOI: 10.1016/j.jretconser.2016.09.008
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    References listed on IDEAS

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    1. Brady, Michael K. & Robertson, Christopher J., 2001. "Searching for a consensus on the antecedent role of service quality and satisfaction: an exploratory cross-national study," Journal of Business Research, Elsevier, vol. 51(1), pages 53-60, January.
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    Cited by:

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    5. Sara Javed & Md. Salamun Rashidin & Mingxia Zhu & Zhexiao Xu & Wang Jian & Siming Zuo, 2021. "Combined Effects of Drivers and Impact of Customer Satisfaction on Brand Loyalty: The Contingent Effect of Social Trust," SAGE Open, , vol. 11(1), pages 21582440211, March.
    6. Namin, Aidin & Ratchford, Brian T. & Saint Clair, Julian K. & Bui, My (Myla) & Hamilton, Mitchell L., 2020. "Dine-in or take-out: Modeling millennials’ cooking motivation and choice," Journal of Retailing and Consumer Services, Elsevier, vol. 53(C).
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    9. Liu, Chih-Hsing & Gan, Bernard & Ko, Wen-Hwa & Teng, Chih-Ching, 2022. "Comparison of localized and foreign restaurant brands for consumer behavior prediction," Journal of Retailing and Consumer Services, Elsevier, vol. 65(C).
    10. Tehreem Ali & Rauf I Azam & Ahmed Imran Hunjra, 2017. "Revision and Validation of Retail Service Quality Scale in Branchless Banking," Business & Economic Review, Institute of Management Sciences, Peshawar, Pakistan, vol. 9(3), pages 184-216, September.
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    15. Washington Macías-Rendón & Katia Rodríguez-Morales & Holger Raúl Barriga-Medina, 2021. "COVID-19 lockdown and the satisfaction with online food delivery providers," Estudios Gerenciales, Universidad Icesi, vol. 37(159), pages 200-209, June.
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