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

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Gagandeep Banga, Kiran, Babita Kumar and Money Dhingra

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Indian Journal of Economics and Development
Year : 2013, Volume : 9, Issue : 2
First page : ( 137) Last page : ( 147)
Print ISSN : 2277-5412.

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

Banga Gagandeep*, Associate Professor, Kiran*, Associate Professor, Kumar Babita*, Research Scholar, Dhingra Money**, Research Fellow
* School of Business Studies, Punjab Agricultural University, Ludhiana-141004.

** Technology Marketing and IPR Cell, Punjab Agricultural University, Ludhiana-141004. Email: mdhingra1988@gmail.com

JEL Classification: D11, D12

Online published on 1 August, 2013.

Abstract
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.

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