Importance of Service Quality and Service Encounter: As a Foundation for Customer Satisfaction in Fast Food Industry

Abstract

This study is attempted to analyze the importance of service quality and service encounter in the fast food restaurants with special reference to Hyderabad city. The concept of ready to eat food is relatively new in India. The fast food industry emerged due to globalization and liberalization of the economy. The hospitality sector is at boom and the same trend is being experienced by the fast food restaurants. It intends to throw light on the profile of fast food diners and the service quality dimensions which leads to customer satisfaction. To analyze the data and arrive at conclusion, the statistical tools like percentages and factors analysis has been employed.