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

Purpose 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/approach In total, 500 randomly sampled KFC restaurant customers were surveyed using a quantitative research design. The partial least square technique was used for data analysis. Findings This 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 implications The 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/value This 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.