Abstract:
Purpose:
The study has examined the effect of food quality, physical environment quality, employee
service quality, on PV among fast-food consumers of Karachi, Pakistan. Also, it examined
the effect of PV on customer satisfaction and of customer satisfaction on BI among fast-food
consumers of Karachi, Pakistan.
Methodology & Design
The study has collected responses from the customers of fast-food restaurants in Karachi,
Pakistan. The current study has explanatory research purpose and causal research design.
Also, the current study has used PLS-SEM for data analysis.
Findings
The present paper identified that customer perceived value has a significant and positive
relationship with customer satisfaction. Similarly, the results revealed that customer
satisfaction has a significant and positive relationship with behavioral intention,
findings revealed that employee service quality has a significant and positive relationship
with customer perceived value. Likewise, the results concluded that food quality has a
significant and positive relationship with customer perceived value. Finally, the paper
identified that physical environment quality has a significant and positive relationship with
customer perceived value.
The
Limitations:
This study solely looks at how the three aspects offast-food restaurant service quality food,
atmosphere, and service affect customers' satisfaction. The research in this study may not be
generalizable to other industries throughout the world because the data only apply to food
industry in Karachi, Pakistan. Implications:
For restaurants to achieve the highest level of customer satisfaction, service quality must be
continuously improved. This indicated that the quality of the customer's physical
surroundings had a significant and favorable influence on PV.
