STUDY ON COSTOMER PERCEPTION TOWARDS SERVICE QUALITY: A SPECIAL REFERENCE TO INTERNATIONAL FASTFOOD CHAIN IN DELHI

Abstract

The rapid expansion of international fast-food chains in Delhi has significantly transformed the urban food landscape, making service quality a critical determinant of customer satisfaction and loyalty. This study aims to assess consumer perceptions of service quality at leading international fast-food chains operating in Delhi, including brands such as McDonald’s, KFC, Burger King, and Subway. Using the SERVQUAL model as a framework, the study evaluates five key dimensions of service quality: tangibles, reliability, responsiveness, assurance, and empathy. A structured questionnaire was administered to 200 customers across multiple outlets in Delhi. The findings reveal that while consumers generally perceive the tangibles and reliability of these chains positively, there are gaps in responsiveness and empathy. The study highlights the importance of personalized service and staff attentiveness in enhancing the overall customer experience. Recommendations are provided for improving service quality and strengthening consumer-brand relationships in a highly competitive market. This study contributes to service quality literature in the Indian QSR context by integrating traditional SERVQUAL dimensions with technology-driven factors that are increasingly shaping consumer experiences. For practitioners, the findings highlight the need to balance speed and efficiency with personalized human interaction, ensure consistency in service delivery across outlets, and invest in digital platforms that enhance rather than substitute service quality.