It Is More Than Eating Spiced and Fried Chicken Pieces! Service Quality Institutionalisation in the Fast-Food Industry: A Case of Chicken Inn-in Masvingo-Zimbabwe

Abstract

Customer satisfaction is paramount in the fast food industry. The level of competition experienced in the fast food outlets also calls for total embracement of service quality determinants. The purpose of this study is to explore the extent to which Chicken Inn embraces service quality as part of service enhancement to its clients. The study shows that a complete culture of client management is in place though there is need to collaboratively (management, employees and clients) enhance the practice of service provision as dictated by customer needs. The major recommendation is that there is need for institutionalisation of training and the learning concept by fast food providers'. Further research needs to be done focusing on how non-fast food outlet and street vendors threaten the viability of fast food industry in Zimbabwe and beyond.