Effects of service quality on customer satisfaction in urban fast-food restaurants: evidence from Bangkok, Thailand

Purpose This study aims to investigate the effect of service quality on customer satisfaction in fast-food restaurant services. Design/methodology/approach A cross-sectional, online, self-administered survey was conducted among 300 fast-food customers in Bangkok, Thailand. The questionnaire was based on the DINESERV framework, which classifies service quality into five dimensions: tangibles, reliability, responsiveness, assurance and empathy. The constructs were validated using confirmatory factor analysis before multiple linear regression analyses were performed. Findings All five dimensions of service quality had positive effects on customer satisfaction but only reliability, responsiveness and assurance significantly influenced customer satisfaction, whereas tangibles and empathy did not. Originality/value The present study extends the application of the DINESERV framework to the less studied context of fast-food restaurants in Bangkok. The study provides further theoretical evidence that the effects of service quality dimensions are not uniform across restaurant settings and geographic contexts. For practice, the findings help managers prioritize service quality improvements toward the dimensions that are most relevant to customer satisfaction in this setting.