Service quality in the USA and mainland China's fast-food restaurants Online publication date: Sun, 14-Mar-2010
by Hong Qin, Victor R. Prybutok, Daniel A. Peak
International Journal of Services and Standards (IJSS), Vol. 5, No. 4, 2009
Abstract: This study involves a cross-cultural examination of a modified service performance (SERVPERF) instrument as well as measures of food quality, perceived value, customer satisfaction and behavioural intentions. Specifically, the attribute recoverability was incorporated into the survey instrument and empirically refined and validated in the setting of the fast-food industry in both the USA and China. Additionally, several potential antecedents of customer satisfaction in fast-food restaurants were assessed – service quality, food quality and perceived value. Finally, the direct and positive relationship between behavioural intentions and customer satisfaction was examined in the context of our model in both countries.
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