Abstract
M.Tech. (Operations Management)
This study focuses on and explores the concept of service quality and its impact on the repurchasing behaviour of customers in FFO1, FFO2 and FFO3 fast food outlets in Johannesburg Central. Service quality, customer satisfaction and retention are viewed as important concepts that fast food outlets in particular need to comprehend in order to compete with other fast food brands in the fast food industry. However, these fast food outlets permanently fall short of meeting customers’ requirements and understanding their behaviour after service delivery. It is therefore vital for these fast food outlets to know how to measure service quality from their customers’ perspective, since it is essential to customer satisfaction and consequently to repeat purchases.
Objective/purpose – the research investigated the impact that service quality has on the behaviour of customers for future purchases in regard to perceived service from FFO1, FFO2 and FFO3 fast food outlets. Purposefully, the study tracked down how customers perceive service quality and whether they are satisfied or not, and evaluated the effect of that result to determine customer behaviour for future purchases.
Research question – the research was undertaken in accordance with two research questions: How do customers perceive service quality in FFO1, FFO2 and FFO3 outlets? Additionally, does satisfaction inspire customers to repeat purchases?
Methodology/design/approach – A self-completion questionnaire was established from both SERVQUAL (Perceptions vs Expectations) and repurchasing behaviour concepts. The research required a quota sampling. Thus, a total of 119 questionnaires were distributed to respondents, with 47 questionnaires in FFO1, 38 questionnaires in FFO2 and 34 questionnaires in FFO3 outlets in Johannesburg Central. Data obtained was analysed with Statkon’s consultancy and statistical tools were applied to analyse whether perceived service quality leads to repeating purchases.
Findings – Composite analysis indicated a disparity between customers’ perceptions and expectations. The overall service quality of the three combined fast food outlets using the SERVQUAL instrument resulted in a negative gap average of -0.6174, which indicates that customers’ expectations exceed perceptions. This suggests that customers are not satisfied with the service received. This result was also linked to the...