Service Quality and Customer Satisfaction in Chinese Fast Food Sector: A Proposal for CFFRSERV Scale
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AbstractThis 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.
CitationTan, Q., Oriade, A. and Fallon, P. (2014) Service Quality and Customer Satisfaction in Chinese Fast Food Sector: A Proposal for CFFRSERV Scale, Advances in Hospitality and Tourism Research, 2(1), pp. 30-53.
PublisherAkdeniz University Publishing House
JournalAdvances in Hospitality and Tourism Research
Except where otherwise noted, this item's license is described as https://creativecommons.org/licenses/by-nc-nd/4.0/