The impact of service quality on customer satisfaction among generation Y: The case of fast food restaurants in Hanoi

Thanh Tam Truong; Thuy Tien Nguyen

doi:10.59294/HIUJS.VOL.4.2023.383

Từ khóa:

service quality, customer satisfaction, generation Y, fast food

Tóm tắt

Nowadays, the growth of the service sector has played an essential role in the world's economy. As a result of increasing income in developing countries, the "hollowing out effect" emphasizes economic activities converting from the agriculture and manufacturing sectors to service. Cooking a meal at home has become harder than planning an eating-out activity. In this busy modern world, customers tend to choose "eating out" when they do not have time to prepare a meal. Hence, the restaurant industry is thriving. As a result, better knowledge of perceived customer satisfaction with service quality in the region will bring various potential benefits for both markets and managers. This study aims to explore the impact of service quality on customer satisfaction among Generation Fast Foods in Hanoi. The study was carried out by surveying 181 individual customers who are Gen Y and have been using fast food services at fast food stores in Hanoi and using the SERVQUAL model with 5 independent variables: Tangibility, Responsiveness, Assurance, Reliability, and Empathy. The results of testing the hypotheses and models show that the relationship between the factors influencing the perception of service quality at the store is empathy, assurance, and reliability. Based on the research results obtained, several recommendations are made to help improve service quality, thereby attracting customers to use the service at the store.

Abstract

Nowadays, the growth of the service sector has played an essential role in the world's economy. As a result of increasing income in developing countries, the "hollowing out effect" emphasizes economic activities converting from the agriculture and manufacturing sectors to service. Cooking a meal at home has become harder than planning an eating-out activity. In this busy modern world, customers tend to choose "eating out" when they do not have time to prepare a meal. Hence, the restaurant industry is thriving. As a result, better knowledge of perceived customer satisfaction with service quality in the region will bring various potential benefits for both markets and managers. This study aims to explore the impact of service quality on customer satisfaction among Generation Fast Foods in Hanoi. The study was carried out by surveying 181 individual customers who are Gen Y and have been using fast food services at fast food stores in Hanoi and using the SERVQUAL model with 5 independent variables: Tangibility, Responsiveness, Assurance, Reliability, and Empathy. The results of testing the hypotheses and models show that the relationship between the factors influencing the perception of service quality at the store is empathy, assurance, and reliability. Based on the research results obtained, several recommendations are made to help improve service quality, thereby attracting customers to use the service at the store.

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