IMPACT OF CONSUMERS’ PERCEPTION ON THE SERVICE QUALITY OF FAST-FOOD SECTOR

Service Quality is one of the important parameter which have to be taken into consideration by firms within the service industry. Given that the business environment which is highly competitive, there is the need for firms to ensure that they have in place various kinds of measures which can ensure that there are improvements in the quality of the services which they are offering. This report is mainly aimed at offering a literature review on consumers' perception of the service quality of fast-food sector in Jharkhand. It has given an overview of the food service industry, fast food restaurants, and fast-food sector of Jharkhand besides exploring the service quality research. The report explores that some of the five service dimensions which the customers care about includes reliability, responsiveness, assurance, empathy and tangibles. At the same time, the research has to a great extent explored the service quality in the restaurant industry. Conceptualization of service quality within the fast-food restaurant industry has also been provided by the research.. As the work investigates, firms in the fast food industry ought to devise a number of strategies in order to ensure that they offer high quality work. This will play a major role in enhancing their profitability through a number of ways