The purpose of this study is to investigate the effect of fast-food restaurant service quality (compound effect of food quality, physical environment quality and employee service quality) and its dimensions (when acting independently) on customer perceived value, satisfaction and behavioural intentions. Data was collected from 400 fast-food restaurant customers in Fiji using a public-intercept survey. The study used descriptive and inferential analysis. This research also used backward elimination multiple regressions to test the hypotheses of this study. The compound effect of fast-food restaurant service quality dimensions on customer perceived value revealed food quality and physical environment quality are significant determinants of customer perceived value, however employee service quality is not. In contrast, the effect of the fast-food service quality dimensions acting independently on customer perceived value revealed the three dimensions are significant determinants of customer perceived value. Results also confirmed that customer perceived value is a significant determinant of customer satisfaction and customer satisfaction is a significant determinant of behavioural intentions. This study highlights to fast-food restaurateurs and marketers the importance of determining the compound effect of fast-food restaurant service quality dimensions, delivering the right combination of fast-food restaurant service quality dimensions to customers and not singling out dimensions in an attempt to enhance restaurant service quality. This study makes important contributions towards understanding the compound effect of fast-food restaurant service quality dimensions and the independent effect of these dimensions on the formation of customer perceived value, customer satisfaction and behavioural intentions.

中文翻译：

---

快餐店服务质量及其维度对顾客感知价值、满意度和行为意向的影响

本研究的目的是调查快餐店服务质量（食品质量、物理环境质量和员工服务质量的复合效应）及其维度（独立行动时）对顾客感知价值、满意度和行为意向的影响。数据是使用公共拦截调查从斐济的 400 名快餐店顾客收集的。该研究使用了描述性和推理性分析。本研究还使用后向消除多元回归来检验本研究的假设。快餐店服务质量维度对顾客感知价值的复合效应表明，食品质量和物理环境质量是顾客感知价值的重要决定因素，但员工服务质量不是。相比之下，快餐服务质量维度对顾客感知价值的影响表明，这三个维度是顾客感知价值的重要决定因素。结果还证实，客户感知价值是客户满意度的重要决定因素，而客户满意度是行为意图的重要决定因素。本研究向快餐店老板和营销人员强调了确定快餐店服务质量维度的复合效应的重要性，向顾客提供快餐店服务质量维度的正确组合，而不是单挑维度以试图提高餐厅服务质量。