Measuring customer satisfaction in the fast food industry: a cross-national approach

doi:10.1108/08876040410548294

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Journal of Services Marketing

ISSN: 0887-6045

Online from: 1987

Subject Area: Marketing

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Measuring customer satisfaction in the fast food industry: a cross-national approach

Document Information:
Title:	Measuring customer satisfaction in the fast food industry: a cross-national approach
Author(s):	G. Ronald Gilbert, (Associate Professor at Florida International University, Dade, Florida, USA), Cleopatra Veloutsou, (Lecturer in Marketing at the University of Glasgow, Glasgow, UK), Mark M.H. Goode, (Lecturer in Marketing and Market Research, at Cardiff University, Cardiff, UK.), Luiz Moutinho, (Foundation Chair of Marketing at the University of Glasgow, Glasgow, UK)
Citation:	G. Ronald Gilbert, Cleopatra Veloutsou, Mark M.H. Goode, Luiz Moutinho, (2004) "Measuring customer satisfaction in the fast food industry: a cross-national approach", Journal of Services Marketing, Vol. 18 Iss: 5, pp.371 - 383
Keywords:	Cross-cultural studies, Customer satisfaction, Factor analysis, Fast foods
Article type:	Research paper
DOI:	10.1108/08876040410548294 (Permanent URL)
Publisher:	Emerald Group Publishing Limited
Abstract:	In today's ever-increasing globalization of services and brands, service-oriented businesses need to attend to the satisfaction of their customers both domestically and abroad while transcending unique cultural differences from country to country. This study provides a cross-cultural comparison of service satisfaction of fast food establishments in four English-speaking countries. It is based on data collected from customers of five globally-franchised fast-food chains, using a previously developed service satisfaction instrument. The study reveals two empirically derived, cross-cultural fast-food customer satisfaction dimensions: satisfaction with the personal service and satisfaction with the service setting. Should future research support this study's findings, the measurement of cross-cultural service satisfaction among franchised brands and services could aid business managers’ efforts to assess the quality of the services they provide across national boundaries and on a more real time, practical basis.