Measuring the Quality of Fast-Food Service in Korea

This study develops and empirically tests an extension to prior service quality instruments to evaluate the quality of fast-food service in Korea. The study first verifies the hypothesized service quality model and then examines the effect of the service quality on behavioral intention. The result of the study revealed that all the quality factors of fast-food service affected the behavioral intention of customer. The findings of the study have important implications for fast-food marketers and practitioners.