Title: Service quality in the USA and mainland China's fast-food restaurants

Authors: Hong Qin, Victor R. Prybutok, Daniel A. Peak

Addresses: College of Business Administration, University of Texas-Pan American, 1201 West University Drive, Edinburg, TX 78539, USA. ' College of Business Administration, University of North Texas, Information Technology and Decision Sciences Department, P.O. Box 305249, Denton, TX 76203, USA. ' College of Business Administration, University of North Texas, Information Technology and Decision Sciences Department, P.O. Box 305249, Denton, TX 76203, USA

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.

Keywords: behavioural intentions; customer satisfaction; perceived value; fast food restaurants; recoverability; services; standards; service quality; USA; United States; China; cross-cultural study; service performance.

DOI: 10.1504/IJSS.2009.032174

International Journal of Services and Standards, 2009 Vol.5 No.4, pp.291 - 315

Published online: 14 Mar 2010 *

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