Fast food: quality of service and customer loyalty in franchises and family businesses in Aguascalientes

The purpose of this paper is to present the most relevant results of an investigation whose goal was to measure the influence of service quality on customer usage fidelity in fast food establishments in the city of Aguascalientes. The instrument was adapted, based on the dimensions of the model servqual (Parasuraman, Zeithami and Berry, 1991) to establish the relationship between service quality and fidelity of consumption of the customers. Data for this study were obtained by taking five dimensions: reliability, tangibility, responsiveness, empathy and security, adapting it to the service provided by franchises and family businesses. He performed the statistical analysis, descriptive and correlational. The results show that in an establishment is found that: a) the reliability is positively correlated with the assistance, and b) the dimensions of empathy and tangibility positively influence the frequency of consumption. These results provide guidance to managers on how to apply resources to quality improvement, so that impact on customer loyalty.