Abstract

[This abstract is based on the authors' abstract.]A model with associated metrics is developed to examine the relationship between service quality, food quality, price/value, customer satisfaction, and behavioral intentions in fast food restaurants. Confirmatory factor analysis and structural equation modeling were used to analyze the data. A number of significant findings were identified that positively influenced the perception of service quality. Food quality was identified as a significant factor in customer satisfaction, but the relationship between service quality and customer satisfaction was less significant.