Measuring customer satisfaction in the fast food industry: a cross‐national approach

TLDR

Globalization of services demands that fast‑food firms address customer satisfaction across diverse cultures. The study compares service satisfaction in fast‑food chains across four English‑speaking countries. Data were gathered from customers of five global fast‑food franchises using a validated service‑satisfaction questionnaire. Two cross‑cultural satisfaction dimensions emerged—personal service and service setting—and their measurement could help managers evaluate service quality in real time across borders.

Abstract

In today's ever‐increasing globalization of services and brands, service‐oriented businesses need to attend to the satisfaction of their customers both domestically and abroad while transcending unique cultural differences from country to country. This study provides a cross‐cultural comparison of service satisfaction of fast food establishments in four English‐speaking countries. It is based on data collected from customers of five globally‐franchised fast‐food chains, using a previously developed service satisfaction instrument. The study reveals two empirically derived, cross‐cultural fast‐food customer satisfaction dimensions: satisfaction with the personal service and satisfaction with the service setting. Should future research support this study's findings, the measurement of cross‐cultural service satisfaction among franchised brands and services could aid business managers’ efforts to assess the quality of the services they provide across national boundaries and on a more real time, practical basis.