Fast food quality and services A comparison of

major fast food brands in Faislabad

Objectives

 To evaluate and compare the service quality of major fast food

brands in Faisalabad based on customer perceptions.

 To assess the impact of service quality on customer satisfaction and

brand loyalty among the major fast food brands in Faisalabad.
 Introduction:
Fast food has become an integral part of modern society, providing a
convenient and affordable option for people with busy lifestyles. In
Faisalabad, a rapidly growing city in Pakistan, the fast food industry has
witnessed significant growth in recent years. With the presence of major
fast food brands such as McDonald's, KFC, and Pizza Hut, consumers in
Faisalabad have a variety of options to choose from. This study aims to
compare the service quality and customer satisfaction levels of these
major fast food brands in Faisalabad.
Over the past few decades, the global fast food industry has experienced
remarkable expansion, fueled by changing lifestyles, urbanization, and
increased disposable incomes. Fast food restaurants offer quick service,
standardized menus, and a familiar dining experience, making them
popular among consumers worldwide. In Faisalabad, the fast food
industry has flourished, catering to the diverse culinary preferences of
its residents. The city has witnessed a surge in the number of fast food
outlets, providing employment opportunities and contributing to the
local economy.
Service quality is a critical factor in determining the success of any
business, particularly in the highly competitive fast food industry.
Customers' perceptions of service quality play a crucial role in their
overall satisfaction and decision to revisit a specific fast food brand. It
encompasses various dimensions, including food quality, cleanliness,
staff behavior, and overall ambiance. High service quality can lead to
increased customer satisfaction, which in turn can result in brand loyalty
and repeat business. Therefore, understanding the factors that
contribute to service quality and customer satisfaction is essential for
fast food brands to maintain a competitive edge in the market.
The city of Faisalabad provides an interesting context for evaluating fast
food service quality. With its diverse population, ranging from students
to professionals and families, the fast food brands operating in
Faisalabad must cater to the varied preferences and expectations of
their customers. Each brand strives to differentiate itself by offering
unique menu items, promotional campaigns, and service experiences.
However, it is crucial to assess how effectively they meet customer
expectations and deliver on their service promises.
In recent years, several studies have been conducted to assess service
quality in the fast food industry. The SERVQUAL model, developed by
Parasuraman, Zeithaml, and Berry (1988), is a widely used tool for
measuring service quality. It consists of five dimensions: tangibles,
reliability, responsiveness, assurance, and empathy. The tangibles
dimension focuses on the physical facilities, equipment, and appearance
of personnel. Reliability assesses the ability to perform the promised
service dependably and accurately. Responsiveness evaluates the
willingness to help customers and provide prompt service. Assurance
pertains to the knowledge and courtesy of employees and their ability to
convey trust and confidence. Empathy captures the caring and
individualized attention provided to customers. This study will adopt the
SERVQUAL model to evaluate the service quality of major fast food
brands in Faisalabad, considering these five dimensions.
Furthermore, the role of relationship marketing in the fast food industry
has gained increasing attention. Relationship marketing focuses on
building long-term relationships with customers, which can lead to
increased customer loyalty and repeat business. By creating
personalized experiences, understanding customer preferences, and
offering incentives, fast food brands can foster a sense of loyalty and
engagement among their customers. This study will also explore the
impact of relationship marketing on customer satisfaction and brand
loyalty among the major fast food brands in Faisalabad. It aims to
understand how the brands cultivate relationships with their customers,
develop loyalty programs, and leverage customer feedback to enhance
their service quality.
By comparing the service quality and customer satisfaction levels of
major fast food brands in Faisalabad, this study aims to provide valuable
insights for both the industry and consumers. The findings can help fast
food brands identify areas for improvement and develop strategies to
enhance their service quality, ultimately leading to increased customer
satisfaction and brand loyalty. Additionally, consumers can benefit from
the study's findings by making informed decisions about their dining
choices, considering factors beyond menu offerings and prices. By
understanding the strengths and weaknesses of each brand, consumers
can align their preferences with the brands that deliver exceptional
service experiences.
In conclusion, the fast food industry in Faisalabad has witnessed
significant growth in recent years, with major brands such as McDonald's,
KFC, and Pizza Hut catering to the diverse preferences of consumers.
Service quality plays a crucial role in determining customer satisfaction
and brand loyalty in this competitive industry. This study aims to
evaluate and compare the service quality and customer satisfaction
levels of major fast food brands in Faisalabad using the SERVQUAL
model. Additionally, it seeks to explore the impact of relationship
marketing on customer satisfaction and brand loyalty. The findings of
this study will provide valuable insights for both the industry and
consumers, contributing to the overall understanding of fast food quality
and services in Faisalabad.

Furthermore, the study also aims to provide recommendations and

insights for the fast food brands in Faisalabad based on the findings. By
identifying areas of improvement and potential gaps in service quality,
the study can assist brands in developing strategies to enhance their
overall customer experience. These recommendations may include
improvements in food quality, staff training, facility maintenance, and
customer engagement initiatives. Implementing these recommendations
can help fast food brands in Faisalabad differentiate themselves in the
market and create a competitive advantage.
Moreover, the findings of this study can have broader implications for
the fast food industry beyond Faisalabad. As the industry continues to
expand globally, understanding the factors that contribute to service
quality and customer satisfaction is crucial for brands operating in
different regions. The insights gained from this study can serve as a
reference for other fast food brands in different cities and countries,
helping them identify best practices and optimize their service quality
standards.
In conclusion, this study on the comparison of fast food quality and
services among major brands in Faisalabad aims to evaluate the service
quality and customer satisfaction levels in order to provide valuable
insights for both the industry and consumers. By adopting the
SERVQUAL model and exploring the impact of relationship marketing,
the study aims to assess the dimensions of service quality and their
influence on customer satisfaction and brand loyalty. The findings of this
study can guide fast food brands in Faisalabad towards enhancing their
service quality and improving customer experiences. Additionally, the
study can contribute to the broader understanding of service quality in
the fast food industry, assisting brands globally in delivering exceptional
service to their customers.
 Questionnaire:

1) Which fast food brand do you visit most frequently in Faisalabad?

a. McDonald's
b. KFC
c. Pizza Hut
d. Other (please specify)

2) How often do you visit fast food restaurants in Faisalabad?

a. Daily
b. Weekly
c. Monthly
d. Rarely

3) Please rate the following aspects of the fast food brand you visit most
frequently (1 = very poor, 5 = excellent):
a. Food quality
b. b. Cleanliness
c. c. Staff behavior
d. d. Ambiance

4) Using the SERVQUAL model, please rate the following dimensions of

service quality for the fast food brand you visit most frequently (1 =
strongly disagree, 5 = strongly agree):
a. Tangibles (physical facilities, equipment, and appearance of personnel)
b. Reliability (ability to perform the promised service dependably and
accurately)
c. Responsiveness (willingness to help customers and provide prompt
service)
d. Assurance (knowledge and courtesy of employees and their ability to
convey trust and confidence) e. Empathy (caring, individualized
attention provided to customers)
5) How satisfied are you with the overall service quality of the fast food
brand you visit most frequently (1 = very dissatisfied, 5 = very satisfied)?

6) How likely are you to recommend the fast food brand you visit most
frequently to a friend or family member (1 = very unlikely, 5 = very likely)?

7) Do you feel that the fast food brand you visit most frequently values
your business and makes an effort to maintain a long-term relationship
with you (1 = strongly disagree, 5 = strongly agree)?

8) How loyal are you to the fast food brand you visit most frequently (1 =
not loyal at all, 5 = extremely loyal)?

9) What factors influence your choice of a fast food brand in Faisalabad?

(Select all that apply)
a. Food quality
b. Price
c. Location
d. . Service quality
e. Brand reputation
f. Other (please specify)

10) How important is the timing of service (e.g., waiting time) in your
fast food dining experience (1 = not important at all, 5 = extremely
important)?

11) Which products do you frequently order from the fast food brand
you visit most often?

12) What is your estimated monthly income range? (Please select the
appropriate range)
a. Below PKR 10,000
b. PKR 10,000 - 30,000
c. PKR 30,000 - 50,000
d. Above PKR 50,000

13) How often do you consider the preferences of your friends and
family when choosing a fast food brand in Faisalabad?
a. Always
b. Often
c. Sometimes
d. Rarely
e. Never

14) Do you find it challenging to discover new fast food brands in

Faisalabad?
a)yes
B) no

What improvements would you suggest to enhance the service quality

of fast food brands in Faisalabad? Please provide any additional
comments or suggestions.
 Literature Review

Introduction: The fast food industry has grown rapidly in recent years,
with many major brands competing for market share in Faisalabad. This
literature review aims to provide an overview of the fast food industry in
Faisalabad and the factors that influence customers' perceptions of fast
food quality and services.
Growth of the Fast Food Industry in Faisalabad: The fast food industry
in Faisalabad has experienced significant growth in recent years, with
many major brands establishing a presence in the city. According to a
report by Euromonitor International, the fast food industry in Pakistan is
expected to grow by 7% in 2021, with major brands such as McDonald's,
KFC, and Pizza Hut leading the market.
Importance of Quality and Services: Quality and services are key factors
that influence customer satisfaction and loyalty in the fast food industry.
A study by Kim and Kim (2017) found that food quality, cleanliness, and
staff friendliness were the most important factors that influenced
customers' perceptions of fast food quality and services. Another study
by Khan and Khan (2019) found that speed of service and accuracy of
orders were also important factors that influenced customer satisfaction
in the fast food industry.
Factors that Influence Customers' Perceptions of Fast Food Quality and
Services: Several factors influence customers' perceptions of fast food
quality and services. One of the most important factors is food taste. A
study by Kim and Kim (2017) found that food taste was the most
important factor that influenced customers' perceptions of fast food
quality. Another important factor is cleanliness. Customers expect fast
food restaurants to be clean and hygienic, and a lack of cleanliness can
negatively impact customer satisfaction. Staff friendliness is also an
important factor, as customers expect fast food employees to be polite
and helpful.
Role of Branding and Marketing: Branding and marketing play a
significant role in the fast food industry, as they can influence customers'
perceptions of quality and services. A study by Khan and Khan (2019)
found that branding and marketing were important factors that
influenced customer loyalty in the fast food industry. Fast food brands
use various marketing strategies, such as advertising, promotions, and
social media, to attract and retain customers.
Challenges Faced by Fast Food Brands in Faisalabad: Fast food brands in
Faisalabad face several challenges, such as competition, changing
consumer preferences, and health concerns. The fast food industry in
Faisalabad is highly competitive, with many major brands vying for
market share. Changing consumer preferences, such as a growing
demand for healthier food options, can also pose a challenge for fast
food brands. Health concerns, such as the high calorie and fat content of
fast food, can also negatively impact customer perceptions of fast food
quality and services.
Conclusion: In conclusion, the fast food industry in Faisalabad is highly
competitive, with many major brands competing for market share.
Quality and services are key factors that influence customer satisfaction
and loyalty in the fast food industry. Factors such as food taste,
cleanliness, and staff friendliness are important considerations for fast
food brands looking to improve their quality and services. Branding and
marketing also play a significant role in the fast food industry, as they
can influence customer perceptions of quality and services. Fast food
brands in Faisalabad face several challenges, such as competition,
changing consumer preferences, and health concerns, which they must
address to remain competitive in the market.
 Referance :
 Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1988). SERVQUAL: A
multiple-item scale for measuring consumer perceptions of service
quality. Journal of Retailing, 64(1), 12-40.

 Naim, J. (2014). Service quality perceptions in fast-food restaurants

in China. International Journal of Business and Social Science, 5(2),
209-223. Retrieved from
https://www.academia.edu/9046126/SERVICE_QUALITY_PERCEPTIO
NS_IN_FAST_FOOD_RESTAURANTS_IN_CHINA

 Kim, J., & Lee, S. (2020). The effects of fast food restaurant attributes
on customer satisfaction, revisit intention, and recommendation
using DINESERV scale. Sustainability, 12(18), 7435.
doi:10.3390/su12187435. Retrieved from
https://www.mdpi.com/2071-1050/12/18/7435