Service Quality in the Malaysian Fast Food Industry: An Examination Using DINESERV

Ursula-Sigrid Bougoure · Meng-Keang Neu

58 citations0/0 files storedServices Marketing Quarterly

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Customer Service Quality and Loyalty Consumer Behavior and Marketing Influence Service and Product Innovation

Abstract

This study addresses calls in the literature for the external validation of Western-based marketing concepts and theory in the East. Using DINESERV, the relationships between service quality, overall service quality perceptions, customer satisfaction, and repurchase intentions in the Malaysian fast food industry are examined. A questionnaire was administered to Malaysian fast food consumers at a large university, resulting in findings that support the five-dimensional nature of DINESERV and three of four proposed hypotheses. This study contributes to knowledge of service quality in developing countries and is the first to examine DINESERV in the Malaysian fast food industry.

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References

1981Evaluating Structural Equation Models with Unobservable Variables and Measurement Error 1985A Conceptual Model of Service Quality and Its Implications for Future Research 1988SERVQUAL: A multiple-Item Scale for measuring consumer perceptions of service quality 1988Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis of Evidence 2025Advances in Consumer Research 1992Measuring Service Quality: A Reexamination and Extension 1990Evaluating Service Encounters: The Effects of Physical Surroundings and Employee Responses 1993A Dynamic Process Model of Service Quality: From Expectations to Behavioral Intentions

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