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Service recovery performance and repurchase intentions: the mediation effect of service quality at KFC

Service recovery performance and repurchase intentions: the mediation effect of service quality... This paper investigates the effects of service quality on customer satisfaction and repurchase intentions among customers of the KFC Fast Food Restaurant Chains.Design/methodology/approachIn total, 500 randomly sampled KFC restaurant customers were surveyed using a quantitative research design. The partial least square technique was used for data analysis.FindingsThis paper shows that service quality and recovery directly impact customers' repurchase intention. The results further showed that a positive and significant connection exists between customer satisfaction and repurchase intentions.Practical implicationsThe study recommends that KFC utilizes service quality dimensions to meet their customers' expectations and elicit repurchase intentions necessary to remain competitive in the fast-food industry.Originality/valueThis paper highlights the impact of service quality in developing loyal customers in the fast-food sector. It offers managers insight into understanding the factors positively impacting repurchase intentions and the nexus between service recovery performance and repurchase intentions from an emerging market perspective. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Hospitality and Tourism Insights Emerald Publishing

Service recovery performance and repurchase intentions: the mediation effect of service quality at KFC

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References (89)

Publisher
Emerald Publishing
Copyright
© Emerald Publishing Limited
ISSN
2514-9792
DOI
10.1108/jhti-06-2021-0141
Publisher site
See Article on Publisher Site

Abstract

This paper investigates the effects of service quality on customer satisfaction and repurchase intentions among customers of the KFC Fast Food Restaurant Chains.Design/methodology/approachIn total, 500 randomly sampled KFC restaurant customers were surveyed using a quantitative research design. The partial least square technique was used for data analysis.FindingsThis paper shows that service quality and recovery directly impact customers' repurchase intention. The results further showed that a positive and significant connection exists between customer satisfaction and repurchase intentions.Practical implicationsThe study recommends that KFC utilizes service quality dimensions to meet their customers' expectations and elicit repurchase intentions necessary to remain competitive in the fast-food industry.Originality/valueThis paper highlights the impact of service quality in developing loyal customers in the fast-food sector. It offers managers insight into understanding the factors positively impacting repurchase intentions and the nexus between service recovery performance and repurchase intentions from an emerging market perspective.

Journal

Journal of Hospitality and Tourism InsightsEmerald Publishing

Published: Jan 20, 2023

Keywords: Service quality; Customer satisfaction; Service recovery; Repurchase intention; KFC; Ghana

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