Examining the Impact of Fast Food Restaurants Service Quality on Perceived Value and Revisit Intention by the Mediating Role of Customer Satisfaction

Gabry Ahmed Khalil, Gaber; Mahmoud Mohamed Ali, Ahmed

doi:10.21608/mfth.2023.328330

Examining the Impact of Fast Food Restaurants Service Quality on Perceived Value and Revisit Intention by the Mediating Role of Customer Satisfaction

Document Type : Original Article

Authors

¹ The Higher Institute for Tourism and Hotels, Hurghada

² Minia University, Faculty of Tourism and Hotels, Hotel Management Department

10.21608/mfth.2023.328330

Abstract

The objective of this research is to examine how fast food restaurant service quality (SQ) affects perceived value (PV), customer satisfaction (CS), and revisit intention (RI). Data was obtained from 340 fast-food restaurant customers in Cairo City using a quantitative research technique based on structural equation modeling. To better understand how to optimize guest RI, a conceptual model that includes SQ attributes, PV, and CS was developed to investigate the relationships and influence of antecedents and consequences involved in maximizing CS. The study findings emphasize the need to measure the effect of SQ on guest PV, satisfaction, and RI to improve SQ management in fast-food restaurants. Assuring high-quality services encourages guests to express a strong intention to return. The study adds knowledge on the beneficial impact of fast-food restaurant SQ by clarifying how SQ influences guest PV, satisfaction, and intent to return. This type of research may assist fast-food restaurants in developing strong brand recognition and a competitive advantage.

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