Validating restaurant service quality dimensions

In particular, the SERVQUAL model is designed to help service firms identify areas of service weakness in order to implement improvement strategies.Ideally, it also acts as an early warning system, as the model can be used to track service quality over time, providing long-term trends, performance benchmarks and the early identification of deterioration in specific service areas.Undoubtedly, a trend towards a culturally mixed global village has been noted (Tomlinson, 2003); albeit not only in China.Western fast food is getting popular, especially with children and teenagers, however, Chinese traditional foods are still the daily meal for the majority, because traditional eating habits are hard to change.Some of the additional factors included communication, courtesy, credibility, understanding customers, and access.Through the research and validation process, it was determined that a smaller set of five dimensions was more reliable as a research tool.Research interest in perceived service quality in fast food operations abound (e.g.Stevens, Knuston and Patton, 1995; Oyewole, 1997; Brady, Robertson and Cronin, 2001; Qin and Prybutok, 2008). Qin, Prybutok and Zhao, 2010) have been made to measure service quality in the Chinese fast food restaurant sector.

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In each case (question), the firm would be generally looking to improve all aspects of their service quality.Advances in Hospitality and Tourism Research (AHTR), 2(1): 30-53, 2014 An International Journal of Akdeniz University Tourism Faculty ISSN: SERVICE QUALITY AND CUSTOMER SATISFACTION IN CHINESE FAST FOOD SECTOR: A PROPOSAL FOR CFFRSERV Qingqing TAN University of Wolverhampton Ade ORIADE University of Wolverhampton Faculty of Social Sciences Paul FALLON Sheffield Hallam University Sheffield Business School ABSTRACT This study investigates customer s perception of Chinese fast food restaurant service quality and its relationship with customer satisfaction.Employing modified DINESERV scale, the study uses both quantitative and qualitative research approaches.Moreover, excellent service increases customer retention and leads to repeat customer purchase behaviour (Cronin and Taylor, 1992) which ultimately increases the market share of the companies and generates high revenues.For this reason, restaurant marketers and service researchers more often try to study and understand customers needs and desires on service quality and satisfaction level.Service quality has been seen as critical for the success of Address correspondence to Ade ORIADE, University of Wolverhampton Faculty of Social Sciences Walsall Campus Gorway Road Walsall WS1 3BD, UNITED KINGDOM. : Service Quality in Fast Food Sector organisations because of its close link with customer satisfaction (Parasuraman, Zeithaml and Berry, 1985; Gilbert and Veloutsou, 2006) especially in the service industry.Thus organisations regard quality as a source of competitive advantage which they always strive to achieve.This is relevant, not only to consumers, who purchase a brand, but also to managers and marketers who evaluate the performance of the brand and formulate powerful strategies ( Yasin et al., 2007 ).Hence, the evaluation of brand equity presents an efficient way to assess both consumers’ brand perceptions and marketing activity ( So and King, 2010 ).A total of 205 completed questionnaires were used in the analysis.The new measurement scale, Chinese Fast Food Restaurants Service Quality Scale (CFFRSERV), contained 28 items across six dimensions: assurance and empathy, food, cleanliness, responsiveness, reliability and tangibles.