Consumers' Perceptions and Expectations of Service Quality in Selected Fast Food Restaurants

In Malaysia, fast food restaurants have experienced high growth rates and have introduced more new products and services. As a result, the level of competition has increased. Now, the issue is how each individual restaurant will maintain its competitiveness in terms of service quality. The study...

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Bibliographic Details
Main Author:	Arumugam, Nalini
Format:	Thesis
Language:	English English
Published:	2001
Subjects:	Fast food restaurants. Consumers' preferences. Consumers - Attitudes.
Online Access:	http://psasir.upm.edu.my/id/eprint/10571/1/FP_2001_27.pdf
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id	my-upm-ir.10571
record_format	uketd_dc
spelling	my-upm-ir.105712024-04-17T06:29:05Z Consumers' Perceptions and Expectations of Service Quality in Selected Fast Food Restaurants 2001-06 Arumugam, Nalini In Malaysia, fast food restaurants have experienced high growth rates and have introduced more new products and services. As a result, the level of competition has increased. Now, the issue is how each individual restaurant will maintain its competitiveness in terms of service quality. The study examines consumers' perceptions and expectations of service quality in selected fast food restaurants. The service quality scale called SERVQUAL measured consumers' perceptions and expectations. SERVQUAL consists of five dimensions of service quality, which are tangible, reliability, assurance, empathy and responsiveness. The SERVQUAL technique provides an overall measure of quality across all the five dimensions of service quality. In this study, 20 pairs of questions were used. One question from each pair asked consumers' to describe their expectation while the other question asked for their perceptions. A total of 456 consumers were selected as respondents. Frequency counts and percentages were used to analyze the demographic characteristics of the respon dents. Gap analysis was used to identify the differences between the consumers' perceptions and expectations. Factor analysis was used to examine the underlying pattern of the statements in the 20 items of the SERVQUAL scale. The study shows that the reliability dimension constituted the lowest score on the SERVQUAL scale. This was followed by the empathy, tangible and assurance dimensions. The factor analysis results identified six factors that affect consumers' perceptions and expectations of service quality. These six factors are reliability, customer care, customer service, company-oriented item, visionary and caring. Fast food restaurants. Consumers' preferences. Consumers - Attitudes. 2001-06 Thesis http://psasir.upm.edu.my/id/eprint/10571/ http://psasir.upm.edu.my/id/eprint/10571/1/FP_2001_27.pdf text en public masters Universiti Putra Malaysia Fast food restaurants. Consumers' preferences. Consumers - Attitudes. Faculty of Agriculture Mohayidin, Mohd Ghazali English
institution	Universiti Putra Malaysia
collection	PSAS Institutional Repository
language	English English
advisor	Mohayidin, Mohd Ghazali
topic	Fast food restaurants. Consumers' preferences. Consumers - Attitudes.
spellingShingle	Fast food restaurants. Consumers' preferences. Consumers - Attitudes. Arumugam, Nalini Consumers' Perceptions and Expectations of Service Quality in Selected Fast Food Restaurants
description	In Malaysia, fast food restaurants have experienced high growth rates and have introduced more new products and services. As a result, the level of competition has increased. Now, the issue is how each individual restaurant will maintain its competitiveness in terms of service quality. The study examines consumers' perceptions and expectations of service quality in selected fast food restaurants. The service quality scale called SERVQUAL measured consumers' perceptions and expectations. SERVQUAL consists of five dimensions of service quality, which are tangible, reliability, assurance, empathy and responsiveness. The SERVQUAL technique provides an overall measure of quality across all the five dimensions of service quality. In this study, 20 pairs of questions were used. One question from each pair asked consumers' to describe their expectation while the other question asked for their perceptions. A total of 456 consumers were selected as respondents. Frequency counts and percentages were used to analyze the demographic characteristics of the respon dents. Gap analysis was used to identify the differences between the consumers' perceptions and expectations. Factor analysis was used to examine the underlying pattern of the statements in the 20 items of the SERVQUAL scale. The study shows that the reliability dimension constituted the lowest score on the SERVQUAL scale. This was followed by the empathy, tangible and assurance dimensions. The factor analysis results identified six factors that affect consumers' perceptions and expectations of service quality. These six factors are reliability, customer care, customer service, company-oriented item, visionary and caring.
format	Thesis
qualification_level	Master's degree
author	Arumugam, Nalini
author_facet	Arumugam, Nalini
author_sort	Arumugam, Nalini
title	Consumers' Perceptions and Expectations of Service Quality in Selected Fast Food Restaurants
title_short	Consumers' Perceptions and Expectations of Service Quality in Selected Fast Food Restaurants
title_full	Consumers' Perceptions and Expectations of Service Quality in Selected Fast Food Restaurants
title_fullStr	Consumers' Perceptions and Expectations of Service Quality in Selected Fast Food Restaurants
title_full_unstemmed	Consumers' Perceptions and Expectations of Service Quality in Selected Fast Food Restaurants
title_sort	consumers' perceptions and expectations of service quality in selected fast food restaurants
granting_institution	Universiti Putra Malaysia
granting_department	Faculty of Agriculture
publishDate	2001
url	http://psasir.upm.edu.my/id/eprint/10571/1/FP_2001_27.pdf
_version_	1804888570361544704

Consumers' Perceptions and Expectations of Service Quality in Selected Fast Food Restaurants

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