SERVICE QUALITY PERCEPTIONS

Abstract

As a result of intense competition fast-food restaurants are increasingly recognizing the importance to continuously improve their service quality to retain and attract customers. This study explores the potential dimensions of service quality in fast-food restaurants (FFRs) in China. The “FFR success model ” is developed and empirically examined using the original five dimensions in the SERVPERF scale with the additional dimension of “recoverability ” to measure service quality. The findings indicate that recoverability, tangibles, reliability and responsiveness are four most significant dimensions of service quality in the fast-food industry in China