Importance of Service Quality in Customer Satisfaction (A Study on Fast Food Restaurants)

Fast food business has become a highly revenue generated industry in all over the world. Service quality plays a vital role to make the customers happy and insists them to revisit the restaurant. This research was carried out to clear the importance of service quality in customer satisfaction in fast food restaurants of Punjab, Pakistan. To clear this idea, five dimensions (tangibility, reliability, empathy, assurance and responsiveness) of service quality have been taken as predictor variables while customer satisfaction was taken as dependent variable. A survey was conducted on customers of fast food restaurants by using cluster sampling. The collected data was transferred to statistical package of social sciences (SPSS) for data analysis. The outcomes revealed that service quality is positively influenced on customer satisfaction in fast food restaurants of Punjab, Pakistan. The results showed how to enhance customer’s satisfaction and make them loyal and also how to increase their revenue by improving service quality.