Service quality, customer satisfaction, and behavioral intentions in fast‐food restaurants

Abstract

PurposeThis 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/approachThe construct reliability and validity was assessed using exploratory factor analysis and confirmatory factor analysis. Structural equation modeling was employed to estimate the relationship among service quality, customer satisfaction, and behavioral intentions.FindingsResults indicated that five dimensions were significant: tangibles, reliability/responsiveness, recovery, assurance, and empathy. Service quality and food quality were two main determinants of customer satisfaction. The insignificance of perceived value is potentially due to the homogeneous nature of the construct within the FFR group rather than the importance of the perceived value construct within food service.Originality/valueThe FFR success model, using the original five in the SERVPERF scale and another new dimension “recovery” to measure service quality, was empirically examined in the fast food industry. Several potential antecedents of satisfaction, including service quality, food quality and perceived value were also tested.