Assessing the Service Quality in the Restaurant Industry Using the SERVQUAL Model (A Case of KFC-GHANA, KUMASI)

Abstract

Organizations or Industries all over the world strive to provide quality services to their customers or consumers. Aside gaining profit which is the top most priority of service provider organizations, management also try to find ways and means to provide services that satisfy customers. The restaurant industry which provides varieties of services desires to ensure that its customers receive a good quality service. For a better management, sustainability and to gain a lot of customers, it depends or it is based on the quality service the industry is able to provide. The loyalty of customers to stay and patronize the services of KFC-Ghana, Kumasi is determined by the quality service they can provide to customers. The quality-of-service quality of industries is assessed so as to know whether the expectations of customers are being met. Every customer or consumer has an expectation of the services they want to patronize. Customers try to assess the price of product or service itself, the appearance of the industry and even the attitude of staff towards customers. All these mentioned can be based upon to know whether an industry has good quality service or not. The service quality of an industry shows the service quality. The aim of this study was to assess or examine the service quality of the restaurant industry using the SERVQUAL model established by Parasuraman et al (1985). KFC-GHANA, KUMASI was the key focus. The SERVQUAL model which has five (5) dimensions namely; Tangibility, Reliability, Responsiveness, Assurance and Empathy, will be used to measure the service quality of KFC-Ghana, Kumasi, which will also reveal their service quality. The five (5) dimensions have to do with the pricing of products and services of KFC-Ghana, Kumasi, the equipment and appearance of KFC-Ghana, Kumasi as well as the attitudes of the employees of KFC-Ghana, Kumasi. In this study, one hundred and fifty (150) questionnaires were completed by respondents both from the same location as KFC-Ghana, Kumasi and those who are in different locations. Regression analysis was used to assess the impact the independent variables (which are the five dimensions of SERVQUAL model) have on the dependent variable (which is Service quality of KFC-Ghana, Kumasi). Recommendations were made to management of KFC-Ghana, Kumasi and also for further studies. Key words: Service Quality; SERVQUAL Model; Customer Satisfaction DOI: 10.7176/JESD/12-16-12 Publication date: August 31 st 2021