Service recovery performance and repurchase intentions : the mediation effect of service quality at KFC

Purpose: This paper investigates the effects of service quality on customer satisfaction and repurchase intentions among customers of the KFC Fast Food Restaurant Chains. Design/methodology/approach: In total, 500 randomly sampled KFC restaurant customers were surveyed using a quantitative research design. The partial least square technique was used for data analysis. Findings: This paper shows that service quality and recovery directly impact customers' repurchase intention. The results further showed that a positive and significant connection exists between customer satisfaction and repurchase intentions. Practical implications: The study recommends that KFC utilizes service quality dimensions to meet their customers' expectations and elicit repurchase intentions necessary to remain competitive in the fast-food industry. Originality/value: This paper highlights the impact of service quality in developing loyal customers in the fast-food sector. It offers managers insight into understanding the factors positively impacting repurchase intentions and the nexus between service recovery performance and repurchase intentions from an emerging market perspective.