The document discusses using SERVQUAL, a model for measuring service quality, to evaluate and compare the performance of fast food chains on key customer service dimensions. It analyzes four fast food chains (Dominos, KFC, Subway, McDonald's) based on the five SERVQUAL dimensions of reliability, responsiveness, assurance, empathy, and tangibles. Across all dimensions, KFC had the largest average gap score, indicating the greatest difference between customers' expected and perceived levels of service quality compared to the other chains.

1. AAYUSHI AKASH ARJUN DEB JI T DEEPAK GANESH NI MI SHA SNEHI L
SERVQUAL FOR FAST FOOD CHAINS

2. • Service Quality (SERVQUAL) proposes that customers evaluate the quality of a service on five distinct
dimensions: reliability, responsiveness, assurance, empathy, and tangibles
• SERVQUAL is an efficient model in helping an organization shape up their efforts in bridging the gap
between 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’s
service performance

3. 5 DIMENSIONS OF SERVQUAL
• Reliability: The ability to perform the promised
service dependably and accurately
• Assurance: The knowledge and courtesy of
employees and their ability to convey trust and
confidence
• Tangibility: The appearance of physical facilities,
equipment, personnel and communication materials
• Empathy: The provision of caring, individualized
attention to customers
• Responsiveness: The willingness to help customers
and to provide prompt service

4. • 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

5. • 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

6. 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

7. ASSURANCE
• Employee behaviour instils confidence
• Customers feel secure transactions
• Employees are consistently courteous
• Employees have the knowledge to answer
questions
Dimension Weight 0.1
Average Unweighted Gap Score -1.2474
-0.6875
-2.70833
-0.66875
-0.925
-3
-2.5
-2
-1.5
-1
-0.5
0
Dominos KFC Subway McDonalds
Avg. Gap Score
Assurance

8. TANGIBILITY
• Modern Equipment
• Visually Appealing Facilities
• Employees are neat and have professional
appearance
• Visually appealing materials associated with the
service
Dimension Weight 0.3
Average Unweighted Gap Score -1.310
-0.95
-3.14375
-0.929375
-0.65
-3.5
-3
-2.5
-2
-1.5
-1
-0.5
0
Dominos KFC Subway McDonalds
Avg. Gap Score
TANGIBILITY

9. 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
Dimension Weight 0.05
Average Unweighted Gap Score -1.222
-0.52
-2.83
-0.5395
-1
-3
-2.5
-2
-1.5
-1
-0.5
0
Dominos KFC Subway McDonalds
Avg. Gap Score
Empathy

10. 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
Dimension Weight 0.2
Average Unweighted Gap Score -1.3256
-0.6125
-2.90208
-0.663125
-1.125
-3.5
-3
-2.5
-2
-1.5
-1
-0.5
0
Dominos KFC Subway McDonalds
Avg. Gap Score
RESPONSIVENESS

11. reliability
responsive
ness
Assurance 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