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Quality Service and Its Relation With Global Satisfaction in Fast Food Consumers. A Case Study

Author

Listed:
  • Luis Enrique IBARRA MORALES

    (Sonora State University, Hermosillo, Sonora, México)

  • Jesús VELÁZQUEZ

    (Sonora State University, Hermosillo, Sonora, México)

  • Lourdes PARTIDA

    (Sonora State University, Hermosillo, Sonora, México)

  • Cinthia FRANCO

    (Sonora State University, Hermosillo, Sonora, México)

Abstract

The present study analyzes the quality service perception and its relation with the satisfaction for the fast food consumers of hamburgers’ sector of the chain Burger King in Hermosillo, Sonora. By the application of Servperf of Cronin and Taylor methodology and a data regression method, through the coefficient of determination (R2) was determined that the independent variables explain the variability or variance of 82.9% in consumer satisfaction and that the explanatory variable which has the most influence in absolute value over the explained variable is reliability, due to its standardized beta is 0.301, being the highest score among the variables. To achieve the objective of this study, a quantitative and correlation investigation was designed, where data was collected from a survey structured by five dimensions, measured by 22 items. It was applied to a random and representative sample of 385 consumers, with a 95% level confidence and a ±5% of permissible error. An inferential statistical analysis allowed observing a positive relation between consumers’ satisfaction level and quality service. The results showed that Servperf is a valid instrument with psychometric characteristics of high reliability that makes it appropriate to measure quality service. The same way, it was observed an index of service global satisfaction of 69.27%, which according to the scale used implies clients are satisfied with the received service.

Suggested Citation

  • Luis Enrique IBARRA MORALES & Jesús VELÁZQUEZ & Lourdes PARTIDA & Cinthia FRANCO, 2015. "Quality Service and Its Relation With Global Satisfaction in Fast Food Consumers. A Case Study," Expert Journal of Business and Management, Sprint Investify, vol. 3(2), pages 119-128.
    • Handle: RePEc:exp:bsness:v:3:y:2015:i:2:p:119-128
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    References listed on IDEAS

    as
    1. Pei Chao, 2008. "Exploring the nature of the relationships between service quality and customer loyalty: an attribute-level analysis," The Service Industries Journal, Taylor & Francis Journals, vol. 28(1), pages 95-116, January.
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    More about this item

    Keywords

    quality service; consumers; satisfaction; Burger King; Servperf;
    All these keywords.

    JEL classification:

    • C10 - Mathematical and Quantitative Methods - - Econometric and Statistical Methods and Methodology: General - - - General
    • M10 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - General
    • M30 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - General
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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