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Service recovery performance and repurchase intentions: the mediation effect of service quality at KFC

George Kofi Amoako (Department of Marketing, University of Professional Studies, Accra, Ghana)
Livingstone Divine Caesar (Maritime Business Administration Department, Texas A&M University at Galveston, Galveston, Texas, USA)
Robert Kwame Dzogbenuku (Department of Marketing, Central University College, Tema, Ghana)
Gifty Agyeiwah Bonsu (Kaneshie Small Tax Office, Ghana Revenue Authority, Accra, Ghana)

Journal of Hospitality and Tourism Insights

ISSN: 2514-9792

Article publication date: 10 November 2021

Issue publication date: 20 January 2023

2876

Abstract

Purpose

This paper investigates the effects of service quality on customer satisfaction and repurchase intentions among customers of the KFC Fast Food Restaurant Chains.

Design/methodology/approach

In total, 500 randomly sampled KFC restaurant customers were surveyed using a quantitative research design. The partial least square technique was used for data analysis.

Findings

This paper shows that service quality and recovery directly impact customers' repurchase intention. The results further showed that a positive and significant connection exists between customer satisfaction and repurchase intentions.

Practical implications

The study recommends that KFC utilizes service quality dimensions to meet their customers' expectations and elicit repurchase intentions necessary to remain competitive in the fast-food industry.

Originality/value

This paper highlights the impact of service quality in developing loyal customers in the fast-food sector. It offers managers insight into understanding the factors positively impacting repurchase intentions and the nexus between service recovery performance and repurchase intentions from an emerging market perspective.

Keywords

Citation

Amoako, G.K., Caesar, L.D., Dzogbenuku, R.K. and Bonsu, G.A. (2023), "Service recovery performance and repurchase intentions: the mediation effect of service quality at KFC", Journal of Hospitality and Tourism Insights, Vol. 6 No. 1, pp. 110-130. https://doi.org/10.1108/JHTI-06-2021-0141

Publisher

:

Emerald Publishing Limited

Copyright © 2021, Emerald Publishing Limited

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