How Do Customers Perceive Service Quality in Differently Structured Fast Food Restaurants?

This study assessed customer perceptions of service quality in a national-brand fast food restaurant and explored the differences in the outcomes of service quality between two forms of management, franchising and licensing, both of which are under the control of the same restaurant chain. This study utilized a modified DINESERV to compared five dimensions of service quality, and significant differences were identified in perceived service quality between the two management forms. The relationship between demographics and the overall perceived quality was examined. Possible reasons for these disparities were explored and discussed, which offers insights in understanding the service quality under different management forms.