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Determinants of Customer Satisfaction, Loyalty and Happiness in Chinese Fast-food Restaurants in the 4th Industrial Revolution Era; Is Convenience of Mobile Ordering Services a New Determinant?

4차 산업혁명 시대 중국 패스트푸드점의 고객만족, 충성도와 행복감의 결정요인; 모바일주문 서비스의 편리성이 새로운 결정요인인가?

  • Zhong, Yongping (Department of International Trade, Chungnam National University) ;
  • Chung, Jae-Eun (Department of International Trade, Chungnam National University) ;
  • Moon, Hee-Cheol (Department of International Trade, Chungnam National University)
  • Received : 2019.11.28
  • Accepted : 2019.12.16
  • Published : 2019.12.31
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Abstract

This study aims to investigate the determinants that can influence customer satisfaction and loyalty. Compared to some of the determinants that have been investigated by other scholars before, this study also includes a new approach to mobile food-ordering that has only appeared within the Chinese fast-food industry in recent years. It is very important to test if the convenience of mobile ordering services can influence customer satisfaction, as more and more customers are using mobile apps to order food, especially in the 4th Industrial Revolution Era. Research data mostly was collected from customers who visited one of five famous Western fast-food restaurants (KFC, McDonald's, Pizza Hut, Subway, and Burger King) in China. The results show that not only price, service quality, food quality, and the physical environment can significantly affect customer satisfaction but also the convenience of mobile ordering services, a new determinant accompanied by the fast development of IoT technology.

Keywords

Acknowledgement

The paper was conducted with the support of the Ministry of Education and the Korea Research Foundation in 2018. (NRF-2018S1A5B8070344).

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