عنوان انگلیسی مقاله:

Revisiting customers’ perception of service quality in fast food restaurants

ترجمه عنوان مقاله:  بازبینی درک مشتریان از کیفیت خدمات در رستوران های فست فود

رشته: مدیریت بازاریابی

سال انتشار: 2017

تعداد صفحات مقاله انگلیسی: 12 صفحه

منبع: ساینس دایرکت و الزویر

نوع فایل: pdf

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چکیده مقاله

Absract  Revisiting customers’ perception of service quality in fast food restaurants

This research is an extension to previous work in fast food restaurant marketing. The population of this research consists of actual fast food restaurant customers. Following the literature, data are analyzed using Confirmatory Factor Analysis, Structural Equation Modeling, and Path Analysis. Findings of this work identify factors impacting customer satisfaction, as well as dimensions of service quality and their rankings in the fast food restaurant context. Results indicate that there is no direct way of increasing behavioral intentions through improving service quality for fast food restaurants.

Rather, behavioral intentions can be improved through customer satisfaction as an intermediary. Further, this work finds evidence that customer satisfaction can be improved through service quality, food quality, and price-value ratio, which in turn would pave an indirect pathtoward improvement in behavioral intentions in this industry. Results of this research shed light on prioritizing managers’ focus and resource allocation for customer satisfaction and different dimensions of service quality and can be used by fast food restaurant managers to set guidelines and strategies in providing better service to their customers.

Keywords: Entrepreneurial orientation, Export intensity, Innovation, Organizational learning capability

مقدمه مقاله

Introduction  Revisiting customers’ perception of service quality in fast food restaurants

Providing high quality service to customers is one of the most important challenges every organization faces. No firm can survive unless it can attract and keep a sufficient number of satisfied customers. Successful performance of firms depends on creation of distinctive value in services they offer in an effective way for customers. This has made the perceived product quality become one of the most important competitive factors in the market

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