Service Quality of McDonald’s

Abstract

The services are the economic activities characterized by intangibility, heterogeneity and difficult to evaluate. But these features
have not acted as a barrier in enlarging the scope of services which is very wide and profound especially in emerging economies
like India. Services have become an essential part of our lives especially the services offered by fast food industry. The growth of fast
food industry in India has been manifolds. With the ease in doing business and the life of young professionals running like a bullet
train the demand of chain of fast food restaurants has been on a higher side. The quality of the services provided to the customers
thus becomes a matter of study. The level of services offered by these chains of restaurants should be exorbitant, enabling the customers to feel delighted. Thus, this paper studies the service quality of the famous fast food chain of restaurants - McDonald’s. In
this study, Servqual instrument has been used to identify the gaps between the customers’ expectations and perceptions regarding
McDonald’s.
“Always render more and better service than is expected of you, no matter what your task may be.”
- OgMandino