The Impact of Service Quality of Fast-food Restaurant on Customer Retention

Abstract

"Service quality is a critical factor in customer retention in the fast-food restaurant industry. Customers who perceive high service quality are more likely to be satisfied with their experience and return to the restaurant in the future.

This study examines the impact of service quality on customer retention in fast-food restaurants. The study uses a quantitative approach, collecting data from a sample of 500 customers of fast-food restaurants in the United States. The data was collected using an online survey questionnaire.

The study finds that service quality has a significant positive impact on customer retention. This means that customers who perceive higher service quality are more likely to return to the restaurant in the future.

The study also identifies the key dimensions of service quality that are most important to customers. These dimensions include:

Promptness and efficiency of service Friendliness and helpfulness of staff Accuracy of orders Cleanliness and sanitation of the restaurant Quality of food The study's findings suggest that fast-food restaurants should focus on improving these key dimensions of service quality in order to increase customer retention.

Implications

The study's findings have important implications for fast-food restaurants. The findings suggest that restaurants should focus on improving service quality in order to increase customer retention. This can be done by:

Ensuring that orders are taken and delivered promptly and efficiently Training staff to be friendly and helpful Ensuring that orders are accurate Maintaining a clean and sanitary restaurant Serving high-quality food

By improving service quality, fast-food restaurants can increase customer satisfaction and loyalty, which can lead to increased profits."