Outline

  • Abstract
  • Keywords
  • 1. Introduction
  • 2. Literature Review
  • 2.1. Service Quality, Customer Satisfaction, and Behavioral Intentions
  • 2.2. Food Quality and Customer Satisfaction
  • 2.3. Price-Value Ratio and Customer Satisfaction
  • 3. the Conceptual Model and Hypotheses
  • 4. Methodology and Scale Measurement
  • 5. Data Collection
  • 6. Data Analysis and Findings
  • 6.1. Demographic Features
  • 6.2. Data Analysis
  • 6.2.1. Confirmatory Factor Analysis and Goodness of Fit Tests
  • 6.2.2. Structural Equation Model (path Analysis Model)
  • 6.2.3. Ranking the Service Quality Dimensions
  • 7. Discussion and Managerial Implications
  • 8. Further Research Directions
  • Appendix A. the Questionnaire
  • References

رئوس مطالب

  • چکیده
  • کلید واژه ها
  • 1. مقدمه
  • 2. پیشینه پژوهش
  • 2.1. کیفیت خدمات، رضایت مشتری و مقاصد رفتاری
  • 2.2. کیفیت غذا و رضایت مشتری
  • 2.3. نسبت قیمت - ارزش و رضایت مشتری
  • 3. مدل مفهومی و فرضیه ها
  • 4. روش شناسی و اندازه گیری مقیاس
  • 5. جمع آوری داده
  • 6. آنالیز داده ها و یافته ها
  • 6.1. ویژگی های جمعیت شناختی
  • 6.2. تجزیه و تحلیل داده
  • 6.2.1. تجزیه و تحلیل عاملی تاییدی و تست تناسب
  • 6.2.2. مدل معادلات ساختاری (مدل تجزیه و تحلیل مسیر)
  • 6.2.3. رتبه بندی ابعاد کیفیت خدمات
  • 7. بحث و بررسی و مفاهیم مدیریتی
  • 8. تحقیقات آینده

Abstract

This research is an extension to previous work in fast food restaurant marketing. The population of this research consists of actual fast food restaurant customers. Following the literature, data are analyzed using Confirmatory Factor Analysis, Structural Equation Modeling, and Path Analysis. Findings of this work identify factors impacting customer satisfaction, as well as dimensions of service quality and their rankings in the fast food restaurant context. Results indicate that there is no direct way of increasing behavioral intentions through improving service quality for fast food restaurants. Rather, behavioral intentions can be improved through customer satisfaction as an intermediary. Further, this work finds evidence that customer satisfaction can be improved through service quality, food quality, and price-value ratio, which in turn would pave an indirect path toward improvement in behavioral intentions in this industry. Results of this research shed light on prioritizing managers’ focus and resource allocation for customer satisfaction and different dimensions of service quality and can be used by fast food restaurant managers to set guidelines and strategies in providing better service to their customers.

Keywords: - - - -

Further research directions

In the past, many fast food companies have launched their businesses in different locations across the globe. People in different countries have different cultures and traditions that may influence their perception of service quality and the elements related to that along with other things. For instance, fast food corporations have found that foreign franchisers often fail in keeping up with the American cleanness standards and that they often also use lower quality ingredients which are still considered good in their home country.1 Another example is that fast foods are popular for their convenience in the US market, while in other countries, they represent more of a treat.2 These examples bring up the importance of having a deeper understanding of fast food purchase motives, consumers’ expectations, and their perceptions in different countries and locations. It also makes the applicability of findings based on a certain market to other global markets challenging and questionable. Therefore, an extension to this work would be to study the research question within a market other than the US market, in other words, researchers could revisit this study in different markets in order to investigate the potential differences in consumers’ behavioral intentions and satisfaction based on their perception of service quality in those markets.

This paper provides evidence on important dimensions of service quality in only one type of dining place (i.e., fast food restaurants). According to Kim and Leigh (2011) the target market for this type of dining place is people with midrange income levels. Customers with higher income levels are more likely to choose dining places which offer premium full service and are mostly categorized as higher end restaurants. As one would expect, service plays a very important role (and likely with a higher weight compared to fast food restaurants) in this type of dining places. The interaction among service quality, behavioral intentions, and customer satisfaction remains unanswered for customers with higher levels of income, who choose to go to a premium service restaurant and most likely have higher service level expectations with more delicate customer satisfaction and expectations. Therefore, another interesting extension to this work would be to do a similar study for premium full service restaurants and investigate service quality within that context. These two research directions are left for future researchers.

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