INFLUENCE OF FAST-FOOD RESTAURANT SERVICE QUALITY AND ITS DIMENSIONS ON CUSTOMER PERCEIVED VALUE, SATISFACTION AND BEHAVIORAL INTENTIONS

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.