Measuring the Service Quality, Customer Satisfaction, and Customer Loyalty of Selected Fast-Food Restaurants during the COVID-19 Pandemic
Year: 2023
Type: article
Study design: Observational Study
Abstract: During the COVID-19 pandemic, fast-food restaurants are thriving as they are closing throughout the country. Restaurants should continue to innovate and be resilient due to crisis because there will be strongholds and recovery. The study examines the relationship between service quality, customer satisfaction and loyalty using the researchers’ expanded Service Quality (SERVQUAL) framework with innovation and recovery as new constructs. Moreover, the research was conducted during the COVID-19 pandemic in the fast-food industry. Respondents of the study were 189 diners from selected fast-food restaurants in Pasay City, Philippines, through convenience sampling. The study employed a descriptive-correlational research design. The study revealed that the fast-food restaurant meets the expectations of its customers in terms of service quality even during the pandemic crisis; however, the new construct of innovation reveals the lowest rating among other service quality dimensions, and it is suggested to implement innovative strategies in adapting to the new normal setting. Other findings revealed that service quality has a significant relationship between customer satisfaction and loyalty. As a result, it is recommended that the service quality in fast-food restaurants be re-measured to develop innovative strategies without compromising customer satisfaction and regain loyalty during the COVID-19 pandemic.
Institution: San Juan de Dios Educational Foundation, Inc.
Language: English
Domain: Social Sciences
Open Access status: diamond
OpenAlex ID: W4378072092