The antecedents of consumer satisfaction and loyalty in fast food industry

Abstract

Abstract Purpose – The purpose of this research is to investigate the degree of satisfaction and loyalty of Chinese and Swiss fast‐food consumers. The aim is to compare Chinese/Swiss consumers' perception of meal quality, service quality, price and their influence on their satisfaction and loyalty. The image of fast‐food restaurants in the two countries is also compared. Design/methodology/approach – Two on‐line surveys were conducted with two samples. The first one was conducted with Chinese consumers in China and the second one was conducted with Swiss consumers in Switzerland. The authors selected McDonald's as it is globally a standardized and well‐known fast‐food chain. They adapted items of SERVQUAL in order to apply it to the fast food industry and to measure service quality. Data analysis was performed using ANOVA. As they had several latent variables, the authors also used partial least squares (PLS), a variance‐based structural equation modeling method. Findings – Results showed that Chinese consumers have a better perception of meal quality and a more positive image of McDonald's. As far as service quality perception is concerned, no major differences were observed. However, reliability and tangibles dimensions seem to be more positively perceived in China. The degree of consumer satisfaction is very similar between the two samples. However, the degree of loyalty of Chinese consumers is higher compared to Swiss consumers. In addition, the image of McDonald's seems to have a stronger influence on Swiss consumers' loyalty. Finally, the level of service quality perceived seems to have less impact on the image of McDonald's for Chinese consumers than for Swiss consumers. Research limitations/implications – First, as the authors selected McDonald's, they must be careful in the generalization of their findings to all fast‐food restaurants. Second, the two samples consist of students, which limits the generalizability of the findings. However, students are identified to be the current customers of fast‐food restaurants and consequently possess an intuitive understanding of fast‐food outlets. Practical implications – As consumers in China perceive a better quality of meal in McDonald's, they might be willing to pay a higher price relative to their earnings. Compared to China, fast‐food managers in Switzerland should work harder in order to improve their image. Fast‐food managers must adapt themselves to the preferences of local consumers. However, this study also shows that not all variables are perceived differently by Swiss and Chinese consumers. This implies that some measures can be standardized in order to save costs. Originality/value – The study investigates the impact of nationality on the whole model, defined by customer perception of fast‐food restaurants' image, product/service quality, satisfaction/loyalty, and finally price fairness. As China is a major player in the global market based on its size and growth potential, it is interesting to compare the antecedents of customer satisfaction and loyalty in China, with a culturally different country such as Switzerland.

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