Exploring The Service Quality of Different Fast-Food Restaurants in Faisalabad City

Abstract

Background: The fast food industry in Faisalabad has experienced significant growth, making the evaluation of service quality an important area of study to sustain this growth and competitive edge. Previous research has emphasized the importance of service dimensions such as tangibility, assurance, reliability, responsiveness, and empathy in shaping customer satisfaction and loyalty, particularly in the context of rapid globalization and increasing customer expectations. Objective: This study aimed to assess the impact of service quality dimensions on customer satisfaction within international fast food franchises in Faisalabad, with a focus on identifying key areas for improvement to enhance overall restaurant performance. Methods: A systematic random sampling method was used to select 300 participants aged between 18 to 35 years from prominent fast food franchises. Data were collected using a structured SERVQUAL questionnaire, which measured five dimensions of service quality. Statistical analyses, including descriptive statistics and reliability testing, were conducted using SPSS version 25.0 to evaluate the data. Results: The results indicated a generally high level of customer satisfaction, with 65% to 75% of respondents expressing satisfaction across the service dimensions. The dimensions of reliability and responsiveness were particularly noted for their positive impact on satisfaction levels. The mean scores for service dimensions ranged from 3.74 to 4.00, demonstrating a favorable reception of service attributes. However, the assurance dimension scored lower in terms of internal consistency (Cronbach's Alpha = 0.551), suggesting variability in this area. Conclusion: The study confirmed that service quality significantly influences customer satisfaction in the fast food industry in Faisalabad. While the majority of customers are satisfied with the current level of service, continuous improvements in staff training and operational efficiency are recommended to further enhance customer satisfaction and loyalty. Keywords: Fast Food Industry, Service Quality, Customer Satisfaction, SERVQUAL Model, Faisalabad, Systematic Sampling, SPSS Analysis, Reliability Testing, Service Dimensions.