Fourth International Conference on Science & Technology Metrics (STMet 2023): Proceedings BITS Pilani, Dubai, UAE. November 16-17, 2023
 

 

Role of Servqual Dimensions in Evaluating the Service Quality of Fast-Food Restaurants in India
P Paramashivaiah
Professor and Chairman Dept of Studies and Research in Commerce Tumkur University, Tumkur Karnataka, India
Abstract: One of the most significant factors for a service firm’s growth, success and decline is the quality of services provided. It is certainly a key element that ensures the survival of a service provider in the aura of stringent competition. Service quality as a research subject gained popularity due to its qualitative attributes. In reference to the fast-food restaurant industry, service quality manifests itself as the most significant factor responsible for the survival and prosperity of a fast-food restaurant. Moreover, it plays a crucial role in customer retention, which ultimately leads to brand loyalty and, thus, profitability. This study was intended to evaluate the quality of services offered by the fast-food restaurants operating in the rural parts of Kashmir. Furthermore, the course of this study was based on the Servqual model of service quality developed by Parasuraman, Zeithaml and Berry (1988). Simple random sampling was conducted through a self-administered questionnaire developed on the blueprint of the original Servqual research instrument provided with a five-point Likert-type scale. The research instrument was found to be internally consistent and reliable with the help of reliability analysis using SPSS. The sample size for the study was 250, but the responses of 218 respondents were considered for analysis. Data analysis was performed through a reliable statistical tool IBM SPSS. This study recorded comprehensive customer satisfaction, yet the quality remained below par in certain service quality dimensions. It was suggested that certain corrective measures would help increase the service quality equally on all the five dimensions of the Servqual model. Moreover, it was concluded that the Servqual model of service quality is the most reliable and suitable tool for measuring customer satisfaction.
Keywords: Service Quality, Rural Kashmir, Likert Scale, Fast Food, Gap Model Role of Servqual Dimensions in Evaluating the Service Quality of Fast-Food Restaurants in India
DOI: http://doi.org/10.6025/stm/2023/4/106-118
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