On-the-Go Dining in America: Comparing Convenience, Service Quality, and Satisfaction in QSR Versus Gas Station Food

Purpose The objective of this multi-group study is to examine the influence of service quality and convenience on customer satisfaction in quick service restaurants (QSRs) versus gas stations. Design/methodology/approach Data were collected online from 552 participants in the USA and analyzed using partial least square structure equation modeling (SmartPLS). Findings Service quality and convenience are strong predictors of customer satisfaction in both QSR restaurants and gas station food outlets. In addition, this study concluded significant differences between QSRs and gas stations in terms of these relations. Research limitations/implications This study makes a significant contribution to the foodservice and consumer behavior literature by examining the influence service quality and convenience on the customers’ dining experience and satisfaction. Moreover, this study has several practical implications for foodservice practitioners and foodservice marketers. Self-selection to take the online questionnaire is considered one of this study’s limitations. Practical implications Restaurant managers could benefit from the outcome of this study by utilizing their limited resources on improving their customers’ satisfaction and restaurants profitability. Social implications Through the evaluation of how customers value service quality and convenience in QSRs, this study aims to provide a clear insight on how to improve the customer experience in both QSRs and gas stations. Originality/value This multi-group study is unique as it compares the perceptions of two groups of diners regarding restaurant dining attributed to QSRs and gas stations in the USA.