This document presents a new service quality (SQ) model for fast food restaurants in Hong Kong aimed at enhancing customer retention. Semi-structured interviews with 30 taxi drivers who frequently eat at fast food restaurants were conducted. The findings revealed an employee-centric SQ model called SKIP (Service, Knowledge, Information, Process) that positively influences customer trust, commitment, satisfaction and perceived value through employees' attitudes, performance and efforts. Seven research propositions are presented to guide future studies on how the SKIP model influences customer retention by first improving customer trust, commitment, satisfaction and perceived value.