An Empirical Study of the Effects of Service Quality, Perceived Value, Corporate Image, and Customer Satisfaction on Behavioral Intentions in the Taiwan Quick Service Restaurant Industry

This study aims at identifying the dimensions of service quality and examining the interrelationships among the service quality dimensions, service quality, perceived value, corporate image, customer satisfaction and behavioral intentions in the quick service restaurant industry. The dimensions of service quality are built on a basis of formative indicators and a multi-level and hierarchical model is used as a framework to synthesize the effects of service quality, perceived value, corporate image and customer satisfaction on behavioral intentions of customers in the quick service restaurant industry. The findings of this study are based on multiple regression analysis of a convenience sample of 686 respondents. The findings reveal that there are three primary dimensions and 10 sub-dimensions of service quality in the quick service restaurant industry.