An assessment of service quality at a selected restaurant in Durban, KwaZulu-Natal.

Abstract

Scholars’ interest in service quality in the fast food industry is growing. Fast food restaurants are aiming at meeting customers’ expectations of service quality. There is therefore need to assess customers’ expectations and experiences of service at the restaurant under study. The aim of the study was to ascertain the service quality gap between customers’ expectations and experiences of service quality. Quantitative research methodology was used to underpin the study. Convenience sampling was used to select respondents. Two hundred and sixty four questionnaires were collected. Data was analysed using descriptive and inferential statistical methods. Findings indicate that customers’ expectations surpassed their experiences of service quality on the five dimensions of the RATER Model. The largest service quality gap scores were reliability and responsiveness in this order. The smallest service quality gap score was tangibility. There is need for the restaurant to improve the reliability and responsiveness of the service quality because customers’ needs are not met. On the other hand, there is need to further reduce the small service quality gap score of tangibility at the restaurant.