Relationship between service quality and customer satisfaction in the fast food restaurants
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Date
2015
Authors
Journal Title
Journal ISSN
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Publisher
UNIVERSITY OF MANAGEMENT AND TECHNOLOGY
Abstract
The purpose of this research was to investigate the relationship between service quality and
customer satisfaction. Mainly, the study was conducted in the fast food restaurants industry
which is a major part of service sector. Fast food international chain restaurants for instance,
McDonald's, KFC, Pizza Hut, Subway, Domino's Pizza etc. were chosen for this research.
Sample of study was individual users of fast foods residents of Lahore. 300 questionnaires
were floated among respondents and collected their responses. SPSS v.21 was incorporated
to examine the relationship between service quality and customer satisfaction. Furthermore
difference between customers' expectations and their perceptions about services of fast food
restaurants was measured. Different statistical techniques were used for example, Reliability
analysis (To check the consistency among the different questions of a variable), Descriptive
statistics (To check the central tendency) and regression analysis including model summary
and ANOVA (To check the relationship among variables). Results found that service quality
influences the customer satisfaction. There is substantial difference between customers'
expectations and their perceptions.
Description
Supervisor: Dr. Ahmed Siddique
Keywords
MS Thesis, Service quality and customer satisfaction, Fast food restaurants, Lahore, Customers' expectations and their perceptions about services of fast food restaurants