SERVICE QUALITY ASSESSMENT OF FAST FOOD RESTAURANTS IN PUNJAB: A COMPARATIVE ANALYSIS OF MNC AND INDIAN RESTAURANTS
Loading...
Date
2011
Authors
Journal Title
Journal ISSN
Volume Title
Publisher
PAU Ludhiana
Abstract
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.
Description
Keywords
Agribusiness Management