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

G. Ronald Gilbert (Associate Professor at Florida International University, Dade, Florida, USA)
Cleopatra Veloutsou (Lecturer in Marketing at the University of Glasgow, Glasgow, UK)
Mark M.H. Goode (Lecturer in Marketing and Market Research, at Cardiff University, Cardiff, UK.)
Luiz Moutinho (Foundation Chair of Marketing at the University of Glasgow, Glasgow, UK)

Journal of Services Marketing

ISSN: 0887-6045

Article publication date: 1 August 2004

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.

Keywords

Citation

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, Vol. 18 No. 5, pp. 371-383. https://doi.org/10.1108/08876040410548294

Publisher

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Emerald Group Publishing Limited

Copyright © 2004, Emerald Group Publishing Limited