Perceived service quality in fast‐food restaurants: empirical evidence from China

The objective of this study is to modify the SERVPERF scale by incorporating the additional dimension of recoverability, and to empirically test and refine the modified SERVPERF instrument using survey data from China. The study aims to assess the potential antecedents of customer satisfaction in the fast food industry in China. The antecedents include service quality, food quality, and perceived value. Finally, it seeks to examine the relationship between behavioral intentions and customer satisfaction in the fast food industry in mainland China.

A survey was used to evaluate customer perceptions of the service quality in fast‐food restaurants (FFRs). Exploratory factor analysis and confirmatory factor analysis were used to assess the reliability and validity of the modified Chinese FFR SERVPERF instrument. Structural equation modeling was employed to assess the hypothesized relationships.

Reliability, recoverability, tangibles, and responsiveness were all significant dimensions of perceived service quality. Food quality, perceived value and service quality all had a direct and positive relationship with satisfaction, which in turn influenced behavioral intentions.

Western‐style fast food franchises are increasingly crossing national boundaries and looking for growth among customers in China. China is becoming a major player in the global market because of its size and growth potential, particularly after its accession to the World Trade Organization. The transference of a western business model is not appropriate in the context of China without testing because of dietary and cultural differences. The study modified the SERVPERF instrument and empirically validated the instrument using data from China. The results contribute to the understanding of service quality in China's fast food industry and provide insight about service management and improvement opportunities in Chinese service operations.