Servqual for fast food

A AY U S H I A K A S H A R J U N D E B J I T D E E PA K G A N E S H N I M I S H A S N E H I L

SERVQUAL FOR FAST FOOD CHAINS

• Service Quality (SERVQUAL) proposes that customers evaluate the quality of a service on five distinctdimensions: reliability, responsiveness, assurance, empathy, and tangibles

• SERVQUAL is an efficient model in helping an organization shape up their efforts in bridging the gapbetween perceived and expected service

• It enables comparison to competitors on common aspects

• Used to identify and examine customer segments that differ significantly in the assessment of a company’sservice performance

5 DIMENSIONS OF SERVQUAL

• Reliability: The ability to perform the promisedservice dependably and accurately

• Assurance: The knowledge and courtesy ofemployees and their ability to convey trust andconfidence

• Tangibility: The appearance of physical facilities,equipment, personnel and communication materials

• Empathy: The provision of caring, individualizedattention to customers

• Responsiveness: The willingness to help customersand to provide prompt service

• Tangibles

1. Mascots and logos

2. Colours like red that depict stimulation of hunger and appetite and green that depicts freshness

3. Similar or distinct uniforms

4. Cleanliness

5. Modernization of equipment

6. Visibility and transparency

• Reliability

1. Taste perception which includes juiciness of chicken, blend of ingredients, freshness of vegetables

2. How promptness they show in offering service

3. How quickly the queues move while order taking

4. How accurately the orders are taken and whether the same food is served

5. Do they meet the time of delivery which they promise

• Responsiveness

1. How seriously the complaints are handled

2. To what extent they go to solve the problem faced by the customer

3. Do they really take care of the feedbacks from customers

• Assurance

1. To what extent they try to deliver what they promise

2. Whether veg and non-veg items are produced separately

3. How much they work to make believe the customer that the food being served will definitely be safe and hygienic

4. How they make customers assured that their food will be served on time

• Empathy

1. How much the restaurants focus on the pricing e.g. The starting price of the product range they serve

2. Introducing seasonal items and festive foods in the menu

3. Employing differently abled

4. How stern are they in their Refund policy

RELIABILITY

• Providing service as promised

• Dependability in handling customers’ service problems

• Performing services right the first time

• Providing services at the promised time

• Maintaining error-free records

Dimension Weight 0.35

Average Unweighted Gap Score -1.353

-0.92

-2.8733

-0.959

-0.66

-3.5

-3

-2.5

-2

-1.5

-1

-0.5

0

Dominos KFC Subway McDonalds

Avg. Gap Score

RELIABILITY

ASSURANCE

• Employee behaviour instils confidence

• Customers feel secure transactions

• Employees are consistently courteous

• Employees have the knowledge to answer questions



-0.6875

-2.70833

-0.66875

-0.925

-3

-2.5

-2

-1.5

-1

-0.5

0


Avg. Gap Score

Assurance

TANGIBILITY

• Modern Equipment

• Visually Appealing Facilities

• Employees are neat and have professional appearance

• Visually appealing materials associated with the service



-0.95

-3.14375

-0.929375

-0.65

-3.5

-3

-2.5

-2

-1.5

-1

-0.5

0


Avg. Gap Score

TANGIBILITY

EMPATHY

• Provides individual attention

• Has convenient operating hours

• Employees provide personal attention

• Has the best interest of the customers at heart

• Employees understand the needs of their customers



-0.52

-2.83

-0.5395

-1

-3

-2.5

-2

-1.5

-1

-0.5

0


Avg. Gap Score

Empathy

RESPONSIVENESS

• Employees informs exactly when services will be provided

• Employees provide prompt services

• Employees are always willing to help customers

• Never too busy to respond to service requests



-0.6125

-2.90208

-0.663125

-1.125

-3.5

-3

-2.5

-2

-1.5

-1

-0.5

0


Avg. Gap Score

RESPONSIVENESS

reliabilityresponsive

nessAssurance Empathy tangibility

Avg. -1.3530833 -1.3256771 -1.2473958 -1.222375 -1.3107813

-1.4

-1.35

-1.3

-1.25

-1.2

-1.15

GAP SCORE AVG. ALONG THE DIFFERENT DIMENSIONS

-0.6 -0.5 -0.4 -0.3 -0.2 -0.1 0

AVERAGE (= Total / 5)WEIGHTED SERVQUAL SCORE

Dominos

KFC

Subway

McDonalds

-0.1646

-0.5876

-0.1666

-0.1587

WEIGHTED AVERAGE SERVQUAL SCORE

Marketing

Servqual for fast food