Exploring the Impacts of McService on Customers’ Loyalty: An Emerging Market’s Perspective

Kyuho Lee, Mahmood Khan, Inhyuck Steve Ha, Jae Youn Ko

Research output: Contribution to journalArticlepeer-review

2 Citations (Scopus)

Abstract

The aim of the study is to examine the key service quality attributes that affect Korean consumers’ loyalty toward McDonald’s in Korea. A survey instrument was developed to examine the key service quality attributes that influenc Korean consumers’ loyalty. The surveys were distributed to Korean college students. The results of the study suggest that social place and employee service quality are the two major dimensions that significantly affect Korean respondents’ intent to return to McDonald’s. Interestingly, convenience, value, and food quality were not found to be major dimensions that impact Korean respondents’ intention to return to McDonald’s. This finding is starkly different from the common belief that McService is based on value and covenience, as emphasized by McDonald’s value statements. The results of the study suggests that Korean consumers view McDonald’s as a social gathering place and expect high service quality from McDonald’s.

Original languageEnglish
Pages (from-to)55-67
Number of pages13
JournalJournal of Foodservice Business Research
Volume21
Issue number1
DOIs
Publication statusPublished - 2 Jan 2018

Bibliographical note

Publisher Copyright:
© 2017 Taylor & Francis.

Keywords

  • Emerging market
  • McDonald’s
  • McService
  • fast food
  • loyalty

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