Influence of fast-food restaurant service quality and its dimensions on customer perceived value, satisfaction and behavioural intentions

Abstract

PurposeThe purpose of this study is to investigate the effect of fast-food restaurant service quality (compound effect of food quality, physical environment quality and employee service quality) and its dimensions (when acting independently) on customer perceived value, satisfaction and behavioural intentions.Design/methodology/approachData was collected from 400 fast-food restaurant customers in Fiji using a public-intercept survey. The study used descriptive and inferential analysis. This research also used backward elimination multiple regressions to test the hypotheses of this study.FindingsThe compound effect of fast-food restaurant service quality dimensions on customer perceived value revealed food quality and physical environment quality are significant determinants of customer perceived value, however employee service quality is not. In contrast, the effect of the fast-food service quality dimensions acting independently on customer perceived value revealed the three dimensions are significant determinants of customer perceived value. Results also confirmed that customer perceived value is a significant determinant of customer satisfaction and customer satisfaction is a significant determinant of behavioural intentions.Research limitations/implicationsThis study highlights to fast-food restaurateurs and marketers the importance of determining the compound effect of fast-food restaurant service quality dimensions, delivering the right combination of fast-food restaurant service quality dimensions to customers and not singling out dimensions in an attempt to enhance restaurant service quality.Originality/valueThis study makes important contributions towards understanding the compound effect of fast-food restaurant service quality dimensions and the independent effect of these dimensions on the formation of customer perceived value, customer satisfaction and behavioural intentions.

Examining the effect of perceived quality of authentic souvenir product, perceived value, and satisfaction on customer loyalty

“…The store environment is a combination of tangible aspects (fixtures, decorations, colours, lighting, buildings, layout and design) and intangible aspects (music, scent and temperature) (Migdadi & Abdel-Rahman, 2020). Ryu et al (2012) concluded that customers' perceptions of quality (product, service and physical environment) at stores can predict how they perceive value and the degree of satisfaction and thus, their behaviour intention.Customers may interpret whether a product purchase is good quality based on the actual product quality, physical environment, and service encounter (Slack et al, 2020).Also, previous studies in the service sectors have used the combination of interaction quality, physical environment and outcome quality to measure total quality (Namkung & Jang, 2008;Ryu & Han, 2010;Ryu et al, 2012). Therefore, this study aimed to test the components of perceived quality: souvenir quality, service encounter quality and physical quality.…”

Investigating the Relationships Between Manager’s Coffee Restaurant Dining Experiences and Customer Satisfaction

“…Service quality can be analysed as a process relating to customers' experiences and needs of the given service (Ferraris et al, 2020). According to Neale et al (2020), service quality has three dimensions: physical consistency, including products such as structures and equipment used; administrative quality, including the organisational identification and attributes; and relational quality, resulting from the relationship between service workers and customers. Service quality has been described as a key factor contributing to higher customer satisfaction, visit intention and improved productivity in the sense of hospitality.…”

“…Nevertheless, currently, many of these same companies have acknowledged the need to be innovative in their service quality and value offered to distinguish themselves from competitors and, as a result, deliver customer perceived value of the goods they sell (Ferraris et al, 2020). On the other hand, numerous studies (Neale et al, 2020;Liu et al, 2020;Zhang et al, 2020) have shown that service quality positively impacts customer satisfaction, confidence, loyalty, and perceived value. In addition, finding from the previous study by Garg and Kumar (2017) shown that the service quality is the significant factors in student satisfaction towards university food services especially on staff responsiveness.…”

“…Similarly, students will buy their food from off-campus food service operations offering a lower price for the same food items as their main purchase. Namin (2017) and Neale et al (2020) proposed that university food service providers improve their food and beverage menus with affordable prices. Consequently, employees and students will purchase food and beverage from the university food service provider rather than other food providers.…”

QUICKSERV: a service quality assessment tool for the quick-service restaurant industry

“…Furthermore, the hierarchical scale developed by Wu and Mohi (2015) was the first model to be specifically developed for fast-food restaurants, but its complex structure composed of 46 items hampers its practical and continuous application to restaurant management systems. Other recent proposals (Oh et al , 2019; Slack et al , 2020) have employed three-dimensional structures to assess service quality in the context of QSR. These studies included the quality of the food, physical environment and employee service rather than the interaction quality dimension suggested by Wu and Mohi (2015).…”