A Comparison of Service Quality of Indian and International Fast Food Chains - An Empirical Investigation
Author | : Ruchika Bhateja |
Publisher | : |
Total Pages | : |
Release | : 2018 |
Genre | : |
ISBN | : |
Download A Comparison of Service Quality of Indian and International Fast Food Chains - An Empirical Investigation Book in PDF, Epub and Kindle
Purpose: Over time, fast food restaurants have been growing rapidly, especially in urban neighbourhoods. Fast food outlets have become popular with consumers for several reasons. One is that through economies of scale in purchasing and producing food, these companies can deliver food to consumers at a very low cost. In addition, although some people dislike fast food for its predictability, it can be reassuring to a hungry person in a hurry or far from home. The fast food industry in India has evolved with the changing lifestyles of the young Indian population. Over a period of time, a number of national and international chains have evolved in India. Service quality, in fact, is assessment of how delivered service conforms to client expectations. The customers perspective on various dimensions of service quality factors like service ambience, service competencies, service reliability, service promptness etc are ascertained and analyzed in this paper. The study assumes a greater importance as the players chosen for the study represent highly esteemed national and international fast food chains.Objectives: The present study makes an attempt to analyze and compare the service quality of selected Indian and International fast food chains by garnering the views of the customers pertaining to their perception about the services being rendered to them.Research type: Empirical.Research methodology: The present study is an empirical study based on primary data. The primary data has been collected with the help of a structured questionnaire addressed to a random sample of 200 respondents in Karnal city. Findings: There exists a significant difference in the perceptions of customers regarding the service quality of national and international fast food chains in India.Practical Implications: The administrative wing of the fast food chains should start viewing service quality from the customers' perspective and make necessary changes in their service quality endeavors.