Effect of Dimensions of Service Quality on the Brand Equity in the Fast Food Industry

Open access


Due to the increasing competition in the industry and service sectors, creating the powerful brands has great importance in these industries. One of the main factors that help to create a powerful brand is investment and improving the quality of services. Nowadays, the competition for improving the quality of services is raised as a key strategic issue for organizations that operate in the services sector. The aim of this research is to investigate how the dimensions of service quality affect the brand equity in the fast food industry. The customers of fast food industry (Restaurant Raphael) in Boushehr constitute the statistical population of this research. Given that the statistical population is unlimited, through sampling 390 questionnaires were distributed, collected and analyzed. For analyzing the data, the structural equations modelling was used by help of the software smart PLS. The results show that the entire dimensions of service quality of model SERVQUAL (tangible factors of services, reliability, responsiveness, assurance and empathy) have a positive and significant impact on the brand equity. It also became clear that among the five dimensions of quality of services, the tangible factors of services have the most impact on the brand equity in the fast food industry. So implementing the programs to enhance the quality of services will have to a very large extent a positive effect on increasing the brand equity in the fast food industry.

Aaker, D. (1996). Measuring brand equity across products and markets, California Management Review, Vol. 38, No. 3, pp. 102-20.

Aaker, D. (1991). Managing Brand Equity: Capitalizing on the Value of Brand Name. New York, NY: The Free press.

Aaker, D., & Joachimsthaler, E. (2000). Brand Leadership. London: free press.

Bailey, R., & Ball, S. (2006). An exploration of the meaning of hotel brand equity. The Services Industries Journal, Vol. 26, No. 1, pp. 15-38.

Berry, L. (2000). Cultivating service brand equity. Journal of the Academy of Marketing Science, Vol. 28, No. 1, pp. 37-128.

Caruana, A., Money, A. and Berthon, P. (2000). Service quality and satisfaction- the moderating role of value. European Journal of Marketing, Vol. 34, No. 112, pp. 1338-1352.

Chen, S. (2001). Strategic Management of e-Business, John Wiley and Sons, Chichester Englewood Cliffs, NJ.

Chang, L., & Chieng, M. (2006). Building consumer-brand relationship. Psychology & Marketing, Vol. 23, No. 11, pp. 927-59.

Dabholkar, P., Thorpe, D., & Rentz, J. (1996). A measure of service quality for retail stores: Scale development and validation. Journal of the Academy of Marketing Science, Vol. 24, No. 1, pp. 3-16.

Donabedian, A. (1980). Explorations in Quality Assessment and Monitoring: the Definition of Quality and Approaches to its Assessment. Ann Arbor: Health Administration Press.

Edward, S.-T., & Wang, L. (2015). Effect of food service-brand equity on consumer-perceived food value, physical risk, and brand preference. British Food Journal, Vol. 117, No. 2, pp. 553 - 564.

Farquhar, P. (1989). Managing brand equity. Marketing Research, Vol. 1, No. 3, pp. 24-33.

Gefan, D. (2002). Customer loyalty in e-commerce, Journal of the Association of Information System, Vol. 3, No. 1, pp. 27-51.

Gounaris, S., & Stathakopoulos, V. (2004). Antecedent’s consequences of brand loyalty and: An empirical research. Journal of Brand Management, Vol. 11, No. 4, pp. 283–307.

Grönroos, C. (1983). Strategic Management and Marketing in the Service Sector. Boston: Marketing Science Institute.

Guo, X., Duff, A., & Hair, M. (2008). Service Quality Measurement in the Chinese Corporate Banking Market. International Journal of Bank Marketing, Vol. 26, No.5, pp. 305-327.

Hair, F., Ringle, M., & Sarstedt, M. (2011). PLS-SEM: Indeed a Silver Bullet. Journal of Marketing Theory and Practice, Vol. 19, No. 2, pp. 139–152.

Dib, H., & Alhaddad, A. (2014). The Hierarchical Relationship Between Brand Equity Dimensions. European Scientific Journal, Vol. 10, No. 28, pp. 183-194.

He, H., & Li, Y. (2011). Key service drivers for high-tech service brand equity: the mediating role of overall service quality and perceived value. Journal of Marketing Management, Vol. 27, No. 1, pp. 77-99.

Imran, M.; Ghani, U., & Rehman, K. (2007). Consumer Perception of Store Image and Store Loyalty. Journal of Managerial Sciences, Vol. 7, No. 1, pp. 75–85.

Iranzadeh, S.; Ranjbar, I., & Poursadeq, N. (2012). Investigating the effect of marketing compound on the brand equity, Quarterly of New Marketing Research, Vol. 2, No. 3, pp. 172-155. (In Persian)

Jensen, M., & Klastrup, K. (2008). Towards a B2B customer-based brand equity model. Journal of Targeting, Measurement and Analysis for Marketing, Vol. 16, No. 2, pp. 122-8.

Keller, K. (1993), Conceptualizing, measuring, and managing customer-based brand equity, Journal of Marketing, Vol. 57, No. 1, pp. 1-22.

Kim, J., & Hyun, Y. (2010). A model to investigate the influence of marketing mix efforts and corporate image on brand equity in the IT software sector. Industrial marketing Management, Vol. 15, No. 1, pp. 1-15.

Parasuraman. (1990). An Empirical Examination of Relationships in an Extended Service Quality Model. Cambridge, MA: Marketing Science Institution.

Parasuraman, A., Zeithaml, V., & Berry, L. (1988). SERVQUAL: a multiple-item scale for measuring consumer perceptions of service quality. Journal of Retailing, Vol. 64, No. 1, pp. 12-40.

Parasuraman, A., Zeithaml, V., & Berry, L. (1991). Refinement and reassessment of the SERVQUAL scale. Journal of Retailing, Vol. 67, No. 4, pp. 420-50.

Rabinovich, E. (2007). Linking e-service quality and markups; The role of imperfect information in the supply chain. Journal of Operations Management, Vol. 25, No. 1, pp. 14-41.

Rousta, A. & Madani, F. (2010). The effect of the quality of service and customer’s decision-making on the special value of the identifier, Perspective of Business Management, Vol. 4, No. 1, pp. 75-59. (In Persian)

Ryan C., Sacha, M., & Clay M. (2013). The effects of service on multichannel retailers’ brand equity. Journal of Services Marketing, Vol. 27, No. 4, pp. 259 - 270.

Sadia, J., Tasneem, F., & Muhammad, M. (2013). How service quality influences brand equity. International Journal of Bank Marketing, Vol. 31, No.2, pp. 126 - 141.

Sasmita, J., & Mohd Suki, N. (2015). Young consumers’ insights on brand equity. International Journal of Retail & Distribution Management, Vol. 43, NO. 3, pp. 276 - 292.

Su, J. (2016). Examining the relationships among the brand equity dimensions: empirical evidence from fast fashion. Asia Pacific Journal of Marketing and Logistics, Vol. 28, No. 1, pp. 1-33.

Tuan, L. (2014). Clinical governance, corporate social responsiveness, health service quality, and brand equity, Clinical Governance: An International Journal, Vol. 19, No. 3, pp. 215-234.

Venkatesan, R.; Farris, P.; Guissoni, L., & Neves, M. (2015). Consumer Brand Marketing through Full- and Self-Service Channels in an Emerging Economy, Journal of Retailing, Vol. 24, No. 4, pp. 567 – 583.

White, R.; Josephmathews, S., and Voorhees, M. (2013). The effects of service on multichannel retailers’ brand equity, Journal of Services Marketing, Vol. 27, No. 4, pp. 259-270.

Zeithaml, V., Berry, L., & Parasuraman, A. (1996). The behavioral consequences of service quality. Journal of Marketing, Vol. 60, No. 2, pp. 31-46.

Zeithaml, V.A. (1988). Consumer perceptions of price, quality, and value: a means-end model and synthesis of evidence, Journal of Marketing, Vol. 5, No. 3, pp. 2-22.

Journal Information


All Time Past Year Past 30 Days
Abstract Views 0 0 0
Full Text Views 571 571 79
PDF Downloads 251 251 37