Determinants of Customer-Perceived Service Quality in Fast-Food Restaurants and Their Relationship to Customer Satisfaction and Behavioral Intentions

Abstract

The intent of this research is to develop a model and the associated metrics that measure service quality in fast-food restaurants (FFRs). As part of this process the authors modified the classic SERVPERF instrument to examine the relationships among service quality, food quality, price/value, customer satisfaction, and behavioral intentions. This modified SERVPERF instrument was administered to college students at a large southwestern university. Confirmatory factor analysis and structural equation modeling were employed to analyze the data. A number of significant findings were reported including that the five dimensions—tangibles, employee behaviors, reliability, responsiveness, and empathy—positively influence the perception of service quality. The results also support the contention that service quality and customer satisfaction are two important antecedents of customer intention. The indirect effect of service quality on behavioral intentions is not supported by this study because the authors did not find a significant relationship between service quality and customer satisfaction. The findings also show that food quality is a significant factor in satisfaction. These findings indicate that FFR managers should focus on monitoring and improving service quality and food quality because providing better service to their customers will drive repurchases.