Mc-Donald Vs Domino’s - Comparative Analysis

Determinant Of Choosing Fast Food Restaurant And Their Service Quality

BY:- ANUJ CHAUHAN (FINANCE + MARKETING)

ITM UNIVERSITY, SITHOLI, GWALIOR

ABSTRACT

SERVICE QUALITY
Parasuraman et al. (1988) introduced a 22-item scale, called SERVQUAL, for measuring service quality, the model has been widely adopted across industries. The scale was tested in 4 service settings different from those of the original test: a dental school patient clinic, a business school placement center, a tire store, and an acute care hospital. In service industries, customer satisfaction is always influenced by the quality of interactions between customers and the personnel involved in the contact services (1994). In the last decade, the movement towards quality had started to spread from the manufacturing sector to the service sector. The shift of focus to quality is basic for the service business to survive the competition, get acceptance from society, and be able to achieve its missions.

In principle, the two main things closely related to services are expected quality and experienced or perceived quality. The first is the customers' expectations of service quality and the latter is the customers' perceptions of service quality. The customers will always assess the services they experienced by comparing them with whatever they expected or wished to receive.
Services are behavioral rather than physical entities and have been described as deeds, performances or effort (1966); deeds, acts or performances, (1980); activities or processes (1991). (1988) defined services as "that broad class of products characterized by intangibility, inseparability of production and consumption, difficulty of standardization and perishability".

As (1986) notes, there is fairly widespread agreement in the literature concerning the