An examination of service quality in the fast food industry: The case of Macau

The burgeoning development and the rapid growth of the chain restaurants in the Macau fast food industry have attracted much interest in understanding the success of this market. The purpose of this study is to examine service quality in the fast food industry by developing a conceptual framework and measurement scale. Through using a multi-dimensional and hierarchical model as a framework in this study, service quality in the fast food industry is indicated by four primary dimensions each of which is defined by 14 sub-dimensions. The primary dimensions are (a) interaction quality (including attitude, behavior, expertise and problem-solving), (b) physical environment quality (including ambience, cleanliness, equipment, décor and menu design), (c) outcome quality (including dining experience, food & beverage, and valence), and (d) access quality (including convenience and information). The proposed multi-dimensional and hierarchical model of restaurant service quality would facilitate research into the dynamics of fast food industry and offer guidelines for practitioners as they constantly strive to provide the very best experience for their customers.