An Exploration of the Relationship Between Service Quality and Behavioural Intentions in Fast Food Restaurants  

Oleh:

Zalatar, Willy F.

Jenis: Article from Proceeding
Dalam koleksi: The 14th Asia Pacific Industrial Engineering and Management Systems Conference (APIEMS), 3-6 December 2013 Cebu, Philippines, page 1-6.
Topik: Service Quality; DINESERV; Behavioural Intentions; Fast Food Restaurants; Service Management
Fulltext: 2001.pdf (141.61KB)

Isi artikel

Service quality plays an important role in determining the success of fast food restaurants especially in the presence of intense competition. The aim of this study is to investigate the relationship between customers’ perception of service quality in fast food restaurants and their behavioural intentions. Customers’ service quality perception is measured using the DINESERV questionnaire where service quality is categorized into Tangibles, Reliability, Responsiveness, Assurance, and Empathy. On the other hand, behavioural intentions is measured using the BIB instrument where behavioural consequences of service quality is classified into Loyalty, Switch, Pay More, External Response, and Internal Response. A survey was conducted among individual fast food customers in the Philippines. Factor analysis revealed that the five dimensions of service quality can be grouped into three: Tangibles, Reliability/Responsiveness, and Assurance/Empathy. In the same manner, the five behavioural intentions can be classified into three: Loyalty/Pay More, Switch, and External/Internal Response. Stepwise regression analysis showed that Assurance/Empathy has a significant effect on customers’ behavioural intentions. The results of this study will help fast food restaurants in determining which dimensions of service quality have the greatest impact on customers’ behavioural intentions.

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