Customer Perceptions of "McService:" Relationship with Return Intention

Keywords

Fast-food restaurants, return intentions, service perceptions, service quality

Abstract

The fast-food restaurant segment has been a dominant player in the restaurant industry since the 1960s. The recent changes in the needs and wants of guests have affected fast-food restaurants' ability to keep up with the trends regarding healthy and high-quality food options served at reasonable prices. The service quality perceptions assessed in this study were divided into the following constructs: overall experience, employees, ordering process, receiving order, and food quality. The results determined that the construct that influenced repeat intention was food quality, specifically the individual items "fresh food" and "food taste." The study also found that males tended to evaluate employees more positively than females. Moreover, frequent fast-food diners only tended to have favorable perceptions with regard to the overall ordering process. Implications for practitioners and suggestions for future studies are discussed.

Publication Date

8-5-2016

Original Citation

DiPietro, R. B., Khan, M. A., & Bufquin, D. (2017). Customer perceptions of "McService:" Relationship with return intention. Journal of Foodservice Business Research, 20(3), 286-303.

Number of Pages

286-303

Document Type

Paper

Language

English

Source Title

Journal of Foodservice Business Research

Volume

20

Issue

3

College

Rosen College of Hospitality Management

Location

Rosen College of Hospitality Management

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