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Antecedents to customer purchase intention — An empirical study of Service quality and customer satisfaction in food services in the Indian milieu

This study aims at examining the validlity of the SERVPERF scale and the antecedent role of Service quality and customer satisfaction on purchase intention, in the Fast Food industry in the Indian context. A customized SERVPERF scale has been used as the survey instrument. A heterogeneous sample of 300 customers, including college students, other adults and children from 23 Fast food service outlets including Fast food restaurants, Hotels, and road-side dhabhaas were surveyed for the study. Significantly positive inter-correlations of the SERVPERF dimensions confirm the validity of the five dimensions model in the Indian Food Industry. Customer satisfaction, though a transient judgment is more significant than service quality itself in the Food Industry. Empathy with the customer requirements and expectations should be the high priority goal by Service providers in this industry.