Effect of dining experience on future intention in quick service restaurants

Abstract

Purpose The purpose of this paper is to examine the effect of the dining experience including food quality, service quality, convenience and ambiance on overall satisfaction and customers’ intention to revisit in quick service restaurants (QSRs). In addition, the mediating effects of overall satisfaction between dining experience dimensions and customer intention to revisit have been investigated in this study. Design/methodology/approach Data were collected online from 278 participants in the USA and analyzed using partial least square structure equation modeling (SmartPLS). Findings Food quality, service quality and convenience are strong predictors of both overall satisfaction and intention to revisit and recommend QSRs. However, ambiance did not directly influence the customer overall satisfaction in a QSR setting, Also, overall satisfaction did not mediate the relationship between the dining experience attributes and future intention to revisit and recommend QSRs. Research limitations/implications This study makes a significant contribution to the QSRs literature by examining the effects of dining experience on satisfaction and intention to revisit, as well as the meditation role of satisfaction. Moreover, this study has several practical implications for QSRs practitioners and foodservice marketers. Self-selection to take the online questionnaire is considered one of this study’s limitations. Practical implications Restaurant managers, especially in the QSR segment, could benefit from the outcome of this study by utilizing their limited resources on improving their customers’ satisfaction and restaurants profitability. Social implications By understanding which attributes of the dining experience value most during their visit to QSRs, this study aims to provide some insight on how to improve QSR customers overall satisfaction and future intention. Originality/value This study is unique as it applies attributes from fine dining and casual dining attributed to QSRs in the USA. In addition, this study is the first on QSRs to use SmartPLS as statistical tool for analyzing the collected data and simultaneously accounting the relationships between the constructs introduced in this study.

Exploring the role of service quality, atmosphere and food for revisits in restaurants by using a e-mystery guest approach

“…A number of studies highlighted the applicability of SERVQUAL instruments such as DINESERV (Stevens et al , 1995), DINESCAPE (Ryu and Jang, 2008) or TANGSERV (Raajpoot, 2002) for foodservices. All these instruments capture different dimensions of quality and differ according to whether they are full service (Park and Jang, 2014a; Ryu et al , 2012; Jani and Han, 2011) or quick service (Nguyen et al , 2018; Etemad-Sajadi and Rizzuto, 2013; Richardson et al , 2019). Depending on the research focus, research highlighted either the importance of staff-related SQ, food quality or environmental factors such as ambiance.…”

QUICKSERV: a service quality assessment tool for the quick-service restaurant industry

“…In our case, items in this dimension received the lowest mean scores from customers of a QSR in Barcelona, in line with Ryu and Jang's (2008) finding that the physical environment is less important in QSRs than in upscale ones. Richardson et al (2019) did not identify a statistically significant relationship between ambience and customer satisfaction in QSRs either. However, according to Tsai et al (2007), store appearance is an important factor for the analysis of service quality in fast food chains, and our study supports this claim.…”

“…Nam et al (2011) found a positive influence of service quality on customer satisfaction and brand loyalty in hotel and restaurant customers in the United Kingdom. In the same vein, Bujisic et al (2014) and Richardson et al (2019) observed a positive influence of service quality on overall satisfaction and future intentions among QSR customers. Finally, Qin and Prybutok (2008) asserted that service quality assessment provides decisive information to improve business performance and strategic positioning in the marketplace.…”

Destination authentic value advantage: an SDL perspective

“…As proposed in this study, destination servicescape quality (DSQ) comprises twodimensional concepts, hard-servicescape, and soft-servicescape, describing all tangible attributes of a destination and intangible social attributes, indicated by the ease of getting and affording an accommodation-hotel and restaurant (Richardson, Lefrid, Jahani, Munyon, & Rasoolimanesh, 2019). Another hard-servicescape is the attractiveness of events and destination-related activities (Akroush et al, 2016;Alazaizeh et al, 2016).…”