Evaluation of the quality of services of a fast food outlet using the servqual methodology : the case of Simply Burgers

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.