Measuring customer satisfaction in the fast food industry: a cross national approach

Gilbert, G.R., Veloutsou, C. , Goode, M.M.H. and Moutinho, L. (2004) Measuring customer satisfaction in the fast food industry: a cross national approach. Journal of Services Marketing, 18(5), pp. 371-383. (doi: 10.1108/08876040410548294)

Abstract

In today's ever-increasing globalization of services and brands, service-oriented businesses need to attend to the satisfaction of their customers both domestically and abroad while transcending unique cultural differences from country to country. This study provides a cross-cultural comparison of service satisfaction of fast food establishments in four English-speaking countries. It is based on data collected from customers of five globally-franchised fast-food chains, using a previously developed service satisfaction instrument. The study reveals two empirically derived, cross-cultural fast-food customer satisfaction dimensions: satisfaction with the personal service and satisfaction with the service setting. Should future research support this study's findings, the measurement of cross-cultural service satisfaction among franchised brands and services could aid business managers’ efforts to assess the quality of the services they provide across national boundaries and on a more real time, practical basis.

• Item Type: Articles
• Status: Published
• Refereed: Yes
• Glasgow Author(s) Enlighten ID: Veloutsou, Professor Cleopatra and Moutinho, Professor Luiz
• Authors: Gilbert, G.R., Veloutsou, C., Goode, M.M.H., and Moutinho, L.
• College/School: College of Social Sciences > Adam Smith Business School > Management
• Journal Name: Journal of Services Marketing
• ISSN: 0887-6045