Influence of quick-service restaurant’s service quality towards customer online review / Nadiah Sarah Norazha ... [et al.]

The service quality of a Quick-Service Restaurant (QSR) highly influences and affects the significance of online customer review since customers’ impression and perception of the QSR is based on the service quality of the restaurant. Thus, the purpose of this study is to examine the relationship of QSR’s Service Quality Dimensions (i.e., Employee Skills, Restaurant Ambiance, Food Quality, Restaurant Cleanliness, and Waiting Time) towards Customer Online Review. This study is based on data from the questionnaire on QSR’s customers regarding QSR’s Service Quality Dimensions towards online customer reviews. This study’s target population is the customers of QSR who had experience purchasing from QSR (i.e., Taco Bell, 4Fingers, and FuelShack) and have experience searching for online customer reviews. The items used to measure the constructs were adapted from previous studies and tailored to the study setting. Four hundred and one completed questionnaires were obtained within two weeks of data collection using google form adopting convenience sampling. The data were analyzed using SPSS to test the five sub-hypotheses. The research suggested that QSR Service Quality Dimensions, i.e., Restaurant Ambiance, Restaurant Cleanliness, and Waiting Time, significantly influence online customer reviews. At the same time, Employee Skills and Food Quality is found to be insignificant. By taking into these considerations, for the future study, it might need to consider adding more dimensions that might be more relevant to the study whenever focusing on QSR’s Service Quality Dimensions towards online customer reviews.