Authors: Ana Carla De Souza Gomes Dos Santos; Thamirys Da Silva Sena Souza; Letícia Ali Figueiredo Ferreira; Sérgio Augusto Faria Salles; Layanne Andrade Mendonça; Augusto Da Cunha Reis
Addresses: Federal Center for Technological Education 'Celso Suckow da Fonseca' (CEFET/RJ), Federal Institute of Education, Science, and Technology of Rio de Janeiro (IFRJ), Brazil ' Candido Mendes University (UCAM), 100 Anita Peçanha Avenue, St Caetano Park, Campos dos Goytacazes, RJ 28030-335, Brazil ' Federal Center for Technological Education 'Celso Suckow da Fonseca' (CEFET/RJ), 229 Maracanã Avenue, Maracanã, Rio de Janeiro, RJ 20271-110, Brazil ' Candido Mendes University (UCAM), 100 Anita Peçanha Avenue, St Caetano Park, Campos dos Goytacazes, RJ 28030-335, Brazil ' Fluminense Federal Institute of Education, Science and Technology (IFF), 235 Dário Viêira Borges Avenue, Bom Jesus do Itabapoana, RJ 28360-000, Brazil ' Federal Center for Technological Education 'Celso Suckow da Fonseca' (CEFET/RJ), 229 Maracanã Avenue, Maracanã, Rio de Janeiro, RJ 20271-110, Brazil
Abstract: This paper aims to measure the quality of service provided by fast-food companies from the Brazilian university students' perspectives. A questionnaire was conducted based on ServQual, and a five-point Likert scale was used to assess the expectations and perceptions of the items analysed. Multivariate analyses were applied to treat redundant items, eliminate those that briefly explain the data variability, and determine new categorisations. As a result, it was noticed that expectations were not met on any dimensions or items. The reliability and tangibility dimensions obtained the worst performance and need special attention since they can mostly negatively impact customer loyalty and overall satisfaction. The terms 'fast order delivery', 'quick table cleaning' and 'efficient supplying' were the worst assessed within these dimensions and might require more improvements. After the multivariate analyses, the proposed conceptual model remained with three previous dimensions (empathy, responsiveness, and reliability), and three new dimensions emerged (convenience, aesthetics, and assurance). This work contributes to the literature by identifying the most critical aspects and items and the integration of ServQual and multivariate analyses to treat and reorganise the items and dimensions of quality in fast-food services.
Keywords: service quality; fast-food; ServQual; multivariate analysis; Brazil.
International Journal of Services and Operations Management, 2022 Vol.41 No.1/2, pp.30 - 58
Received: 27 Nov 2019
Accepted: 24 Apr 2020
Published online: 24 Mar 2022 *