ABSTRACT
Chinese residents’ dietary has been undergoing great changes in recent 20 years. Fast food industry is a typical service industry and has been developing rapidly in China. For Chinese customers, food service is the most important domain of customer experience. Food healthiness is major character of food service. The study aimed to investigate whether current Chinese fast food satisfies customers’ nutrition and healthiness requirements and at the same time provides a good customers’ experience. The results of the study indicated that (1) Chinese Beef Rice and Beef Noodle (two most popular Chinese fast foods) cannot satisfy customers’ nutrition and healthiness requirements, but Beef Rice performed a little better than Beef Noodle. (2) The food nutrition has negative relationship with customer experience of food-related domain. Chinese customers do not know how to select healthy fast food.
