| As a result of intense competition fast-food restaurants are increasingly recognizing the importance to continuously improve their service quality to retain and attract customers. This study explores the potential dimensions of service quality in fast-food restaurants (FFRs) in China. The “FFR success model” is developed and empirically examined using the original five dimensions in the SERVPERF scale with the additional dimension of “recoverability” to measure service quality. The findings indicate that recoverability, tangibles, reliability and responsiveness are four most significant dimensions of service quality in the fast-food industry in China. |