Service quality assessment: A comparative analysis of multinational and Indian fast food restaurants

The present study was undertaken to assess and compare the services offered by Multinational and Indian fast food restaurants in Punjab. An adopted SERVQUAL scale was used to assess the service quality. The study revealed that the perceived performance on all dimensions fell short of expectations. This indicates that the service quality offered did not meet the customers’ expectations on all the dimensions. In the case of multinational fast food restaurants the highest gap between perception and expectation was -1.03 for empathy and least gap was (−0.76) for assurance while in the case of Indian fast food restaurants the highest gap between perception and expectation was -1.07 for responsiveness and least gap was -0.82 for tangibles.