Service Quality, Customer Satisfaction, and Behavioral...

The current issue and full text archive of this journal is available at www.emeraldinsight.com/1756-669X.htm IJQSS 1,1 Service quality, customer satisfaction, and behavioral intentions in fast-food restaurants Hong Qin and Victor R. Prybutok Information Technology and Decision Sciences Department, College of Business Administration, University of North Texas, Denton, Texas, USA Abstract Purpose – This study aims to explore the potential dimensions of service quality, and examine the relationship among service quality, food quality, perceived value, customer satisfaction and behavioral intentions in fast-food restaurants (FFRs). Design/methodology/approach – The construct reliability and validity was assessed using exploratory factor†¦show more content†¦Speciï ¬ cally, another potential dimension, recovery, is incorporated into the SERVPERF instrument. After establishing sufï ¬ cient reliability and validity of this instrument, we proceed with the second objective – to examine the relationship among service quality, food quality, perceived value, customer satisfaction, and behavioral intentions. The organization of this paper includes another ï ¬ ve sections. The theoretical foundation of perceived service quality and its dimensions are reviewed in the next section, followed by the research methodology including the development of the instrument. Then, the data analysis and ï ¬ ndings of this study are presented, followed by the conclusions and managerial implications. The paper concludes with a section on the limitations of this work and potential future research. 2. Theoretical foundation The importance of service quality is substantially addressed in the fast-food management literature. Superior service leads to satisï ¬ ed and loyal customers whose continued patronage is essential to the success of FFRs. Conversely, poor service quality increases customer dissatisfaction and the likelihood that customers dine at a competitor’s FFR and/or become an active champion in persuading others to go elsewhere (Gilbert et al., 2004). Hence, it is crucial for service managers to understand how customers perceive the service they provide, and what components might determineShow MoreRelatedThe Potential Dimensions Of Service Quality1417 Words   |  6 Pagespotential dimensions of service quality and then examine the relationship between service quality, food quality, perceived value, physical environment and customer satisfaction in KFC Restaurants in Myanmar. Design/methodology/approach –By using exploratory factor analysis and confirmatory factor analysis the construct reliability and validity was assessed. 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