A comparison of the service quality of fast food chain franchises

Service quality is the core value to attract customers in the fast food industry. While Stevens, Knutson and Patton (1995) have presented a DINESERV measurement scale for the restaurant business, there has not been a specific measurement scale for the fast food business in emerging markets. Therefore, this study will develop a service quality measurement scale for the fast food business from the Taiwanese consumers' point of view. The results show that there are seven factors affecting the overall service quality: Friendliness, Hygiene, Task Accuracy, Comfort, Store Appearance, Convenience and Interior Design. Another finding shows that the two chain franchises (McDonald's and KFCs) have the best performance in Task Accuracy and Hygiene, and poorest performance in Convenience.

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