Synopsis On Service Quality Perception in Fast Food Restaurants

Synopsis on
Service Quality
Perception in fast food
Restaurants
SUBMITTED TO: SUBMITTED BY:

Dr. Liaqat Ali Jaideep Singh
5928
MBA 2 D
INTRODUCTION
As an important element in a human’s daily survival, food has proved to be an essential part of
human life. From time immemorial, humans have fought and died for their share of existence
and the so-called survival of the fittest.
In our current society where people are faced with many choices on how to get food, we can find
that most would opt to take the easiest route in filling their stomachs. The fast and easy kind of
food is now currently proliferating so that it has formed itself a whole new industry, feeding
billions of consumers worldwide, and counting. The fast food industry has made itself
indispensible from nation to nation and has given way for many restaurant chains of this culture
to arise. Whether it be hamburgers to international delicacies such as French fries and fried
chicken to localized versions of the fast food, rice and many kinds of local dishes as an example,
the industry sells them all for the consumers to partake in this kind of neo-culture.Even in
countries such as India and others in Asia, this industry is rising as one of the many powerful
industries which provide not only food but also jobs for its citizens. These establishments mostly
proliferate in urban areas, serving food which are served quickly and can be easily consumed
without much hassle, both to the provider and the consumer. In a study made on the food
preference of consumers in Indian urban areas, findings were identified as consumers opting to
eat out in fast food establishments because of a number of factors. These factors were, in order of
preference, variety of food, food taste and quality, ambience and hygiene, service speed, price,
and location. One can see how these consumers are aware of these establishments’ variance in
ambience and hygiene and the speed of service. This would be translated into awareness and a
perception of how these restaurant chains may vary in management and in their service
traditions.
In today's world of cutthroat fierce competition, customer satisfaction is very essential to not
only exist but also to excel in the market. Today's market is enormously more complex.
Henceforth, to survive in the market, the fast food restaurants not only needs to maximize its
profit but also needs to satisfy its customers and should try to build upon from there. As the
market today is globalised and is flooded with international fast food restaurant chains like Mc
Donalds, KFC, Dominos to name a few. These have become a part and parcel of everybody’s
life. This project deals with how these consumers respond towards the quality of service
provided by these joints.
OBJECTIVES OF STUDY
1. To understand the marketing strategy of various fast food restaurants with respect to
targeting ,positioning ,marketing mix.
2. To understand consumer perception and to find buyer behavior towards fast food.
3. To find out whether the improvement in service quality of these restaurants will increase the
satisfaction level of its customers.
4. To compare service quality of various competitors like Mc Donalds, KFC, Dominos etc.
LITERATURE REVIEW
1. Ulgado, Francis M., Lee, Moonkyu (1997)
Consumer evaluations of fast-food services: a cross-national comparison
A study of American and South Korean customer responses to the services offered by an
international fast food chain showed that South Koreans revert back to their expectations
of traditional 'fast food' service indigenous to their region in their expectation of the
quality of service. This response is reflected in their desire for service crew attentiveness
and empathy over food quality which is a given in international fast food chains.
2. Jasper Fanning, Kansas State University, Thomas Marsh Washington State University
Kyle Stiegert (2002)
University of Wisconsin-Madison
Determinants of Fast Food Consumption
Determinants are investigated for both the likelihood of consuming fast food and
household expenditure on fast-food using the 1994-98 USDA Continuing Survey of Food
Intakes by Individuals. The logit model is used to estimate an empirical relationship
between probabilities an individual will consume fast food and socioeconomic variables
3. Service Quality: An investigation into Malaysia consumers (Zeithaml and Bitner, 2000).
The growth in services marketing research has been significant and is a direct response to
the growth of service industries and their increasing importance to economies around the
world (Zeithaml and Bitner, 2000). Despite this global importance, most research has
focused on western countries, with comparatively little attention paid to eastern countries
or economies, where in many cases service industries are booming. As such, this study
empirically tests western-based theory in the east, using DINESERV to examine service
quality in the Malaysian fast food industry. Results serve to provide evidence for the
external validity and applicability of the DINESERV tool in Malaysia, with support
gained for all hypotheses.
4. Schneider and White (2004) : satisfied customers most likely will become loyal which
can then translate into higher profits organizations. As such, the relationship between
customer satisfaction and repurchase intentions has been examined with results implying
that satisfied customers are more likely to intend to repurchase.
RESEARCH METHODOLOGY
 DATA SOURCES:
Primary data- Questionnaires
Secondary data –Sources of secondary data include journals, internet, books, magazines,
periodicals.
 SAMPLE UNIT- common customers visiting fast food joints
 SAMPLE SIZE- 100
 SAMPLING PROCEDURE- Convenient sampling method has been used because the
selection of data was based on easy accessibility.

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