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20111
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Subject: Agribusiness Management × End date: 2016 × Start date: 2010 × Thesis Type: M.B.A. ×
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    SERVICE QUALITY ASSESSMENT OF FAST FOOD RESTAURANTS IN PUNJAB: A COMPARATIVE ANALYSIS OF MNC AND INDIAN RESTAURANTS
    (PAU Ludhiana, 2011) KIRAN; Gagandeep, Banga
    The research project was undertaken with the objectives to evaluate the service offered by fast food restaurants in Punjab and to compare the service offered by MNCs with Indian restaurants. The study was conducted by selecting ten fast food restaurants. The study was conducted by selecting 10 fast food restaurants: 5 Indian and 5 MNCs and then 20 customers were selected from each restaurant on convenience basis. Thus a sample of 200 customers was selected. Primary data was collected with the help of a structured non disguised questionnaire. An adopted SERVQUAL scale was used to assess the service quality. The study revealed that the perceived performance on all dimensions fell short of expectations. This indicates that the service quality offered did not meet the customers’ expectations on most aspects. Maximum gap between perception and expectation is (-1.03) for responsiveness while least gap was (-0.79) for assurance. In case of MNC fast food restaurants rank I is given to Assurance while in case of Indian fast food restaurants Rank I is given to Tangibles.