Service quality and customer satisfaction in Chinese fast food sector: A proposal for CFFRSERV

Qingqing Tan · Ade Oriade · Paul Fallon

53 citations0/0 files storedDergiPark (Istanbul University)

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

Abstract

This study investigates customer's perception of Chinese fast food restaurant service quality and its relationship with customer satisfaction.Employing modified DINESERV scale, the study uses both quantitative and qualitative research approaches.Qualitative data collection consisted of face-to-face interviews and group discussion.A questionnaire was developed using three sources: interview responses of the customers, the restaurant's survey and the literature.A total of 205 completed questionnaires were used in the analysis.The new measurement scale, Chinese Fast Food Restaurants Service Quality Scale (CFFRSERV), contained 28 items across six dimensions: assurance and empathy, food, cleanliness, responsiveness, reliability and tangibles.The findings from the study revealed that service quality variables have positive influence on customer satisfaction except reliability dimension.The findings provided a useful tool for service quality improvement in Chinese fast food restaurants.Validating the scale in other restaurants in various cities in China is an area for further research.

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References

1985A Conceptual Model of Service Quality and Its Implications for Future Research 1988SERVQUAL: A multiple-Item Scale for measuring consumer perceptions of service quality 1974An Index of Factorial Simplicity 1990Market Orientation: The Construct, Research Propositions, and Managerial Implications 1984A Service Quality Model and its Marketing Implications 1990The Service Encounter: Diagnosing Favorable and Unfavorable Incidents 1991Refinement and reassessment of the SERVQUAL scale.2001Some New Thoughts on Conceptualizing Perceived Service Quality: A Hierarchical Approach

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