The delivery of service quality to increase customer repurchase behaviour and customer satisfaction at fast food outlets in central johannesburg, South Africa

The purpose of this paper is to determine the satisfaction level and repurchase behaviour of customers from fast food outlets (FFO), with regard to the five service quality dimensions. The focal point of the paper is to evaluate the fast food outlets (FFO), service quality through customer satisfaction. The higher the level of customer satisfaction, the greater the impact on customer retention and repurchasing behaviour. A questionnaire was established from SERVQUAL (Perceptions vs Expectations) and repurchasing behaviour concepts. The research required a convenient sampling method. Data obtained was analysed using description analysis to determine whether service quality perceived, leads to repeat purchases. After the composite analysis was conducted, it indicated a disparity between customers' perceptions and expectations. The overall service quality of the three combined fast food outlets using the SERVQUAL instrument resulted in negative gap average of (-0.6174) indicating that customers' expectations exceed perceptions. Consequently, customers are dissatisfied with service perceived.