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Title: Evaluation of the quality of services of a fast food outlet using the servqual methodology : the case of Simply Burgers
Authors: Morava, Brikena
Subjects LC: Dissertations, Academic
Branding (Marketing)
Consumer satisfaction
Customer services - Evaluation
Quantitative research - Methodology
Keywords: Consumer behavior
Fast food
Simply Burgers
Issue Date: 2010
Publisher: Perrotis College
Cardiff Metropolitan University
Abstract: Over the past decades there has been dramatic increase in fast food consumption. The issue has grown in importance in light not only of the quality of food served but also of the quality of service offered. The aim of this research was to examine the degree of satisfaction offered by the quality of services of Simply Burgers fast food outlet located in Cosmos (a shopping mall) in Thessaloniki, Greece, and identify areas for potential improvements. For this reason, some literature on the importance of the quality of service, factors that influence customer satisfaction and dissatisfaction, key functions within an organization such as Human Resource to emphasize the Management and Critical Success Factors, were presented importance of the topic. The research method used for this purpose was quantitative, based on the SERVQUAL model. The results show that Simply Burgers despite of some large gaps in the Tangible dimension, is generally doing well, being evaluated by its customers with an overall service quality gap score of -0.67, a measurement that does not necessarily indicate that the customer is not satisfied. The paper concludes with some recommendations for improvement.
Description: BSc (Hons) in Marketing Management for the Food Industry
Length: 88 pages
Type: Dissertation
Publication Status: Not published
Repository: DAPL
Restrictions: All rights reserved
Attribution-NonCommercial 4.0 International
Language: en
Appears in Collections:Dissertations

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