Quality management and engineering

Quality management and engineering
Subtitle: Measuring service quality in the Fast-Food industry
Abstract

Purpose – The purpose of this paper is to understand the perceived service quality and to highlight important dimensions which will be significant in the fast food
industry. This paper helps us to understand how service quality is perceived by customers across national boundaries of Major fast food brands.
Design/methodology/approach – This Paper uses cross-national approach to analyse based on important dimension that determines service quality in the Fast-food
industry. Further factor analysis was done to analyse on various factors determining the consumer satisfaction in the fast food industry. Survey sampling was done
based on major brands such KFC, McDonald’s, Pizza Hut, Burger King, Subway etc.
Findings – This study outlines a multidimensional and hierarchical model framework which indicates four primary dimensions that indicate service quality in the Fast-
food industry.
Research limitations/implications – Limited number of respondents does not represent the entire customer. Research requires simpler and diversified data collection
with more respondents around the globe to provide more accurate and better results.
Originality/ Value – This study is based on primary dimensions that indicates the service quality in the Fast-food industry. The 4 four primary dimensions are further
divided into 14 sub dimension to analyse the service quality in the industry.
Practical implications – Influencing Customer experience is a complex process that involves lot of elements. It is proposed that major fast food brands focus on
meeting customer expectation by keeping in mind major dimensions that would influence the customer experiences.
Keywords Service Quality, Customer Experience, Cross-national Approach, SERVQUAL
Paper type Research method

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