A Comparative study on Perceived Effects of Food Quality and Service Quality on Customer satisfaction and Repatronage Intention in fast food Restaurants

Abstract

Purpose: The study aimed to compare customers’ perceptions of the effect food and service quality on satisfaction and repatronage intention in Tshwane and Manila. Methodology: A quantitative correlational design was employed based on an online survey in which three hundred and twenty-two self-completion questionnaires were successfully completed for data analysis. Results were analysed using the Partial Least Squares Structural Equation Modelling and Multi-Group Analysis. Findings: Both food quality and service quality had significant positive effect on customer satisfaction and repatronage intention for both South Africans and the Filipinos. All other associations showed no statistically significant differences, while food quality and customer satisfaction exhibited a statistically significant difference across the two groups, suggesting that most relationships in the structural model operated similarly across both contexts. Managerial implications: Restaurant managers are therefore encouraged to inculcate strong values in employees about the criticality of food and service quality as strategic marketing weaponry for satisfaction and repatronage intention. Originality: The current study contributes significantly to extant literature on food quality and service quality and their effect on customer satisfaction and repatronage intention within the fast foods restaurant industry.Further study: Although this study proffers different insights, more studies could expand its scope on numerous fronts, one of which could be to explore a comparative study on the determinants of satisfaction and revisit intentions in retail, hotel or air transport business in order to ascertain whether customers’ perceptions of the effects of food and service quality differ due to different geographic locations or industrial classification.