Quality Service and its Relation with Global Satisfaction in Fast Food Consumers. A Case Study

Abstract

The present study analyzes the quality service perception and its relation with the satisfaction for the fast food consumers of hamburgers’ sector of the chain Burger King in Hermosillo, Sonora. By the application of Servperf of Cronin and Taylor methodology and a data regression method, through the coefficient of determination (R2) was determined that the independent variables explain the variability or variance of 82.9% in consumer satisfaction and that the explanatory variable which has the most influence in absolute value over the explained variable is reliability, due to its standardized beta is 0.301, being the highest score among the variables. To achieve the objective of this study, a quantitative and correlation investigation was designed, where data was collected from a survey structured by five dimensions, measured by 22 items. It was applied to a random and representative sample of 385 consumers, with a 95% level confidence and a ±5% of permissible error. An inferential statistical analysis allowed observing a positive relation between consumers’ satisfaction level and quality service. The results showed that Servperf is a valid instrument with psychometric characteristics of high reliability that makes it appropriate to measure quality service. The same way, it was observed an index of service global satisfaction of 69.27%, which according to the scale used implies clients are satisfied with the received service.

Keywords

• quality service
• consumers
• satisfaction
• Burger King
• Servperf