Analyzing Service Quality at McDonald's through SERVQUAL

Abstract

Establishment of the confidence among clients for MacDonald can only be created if service quality is greatly dealt with by the standard protocols of health and food. The present study aims to study the service quality of the chosen MacDonald. A quantitative approach via utilizing the SERVQUAL tool for quantitative analysis. Non-probability sampling was used to choose a total of 320 clients for the quantitative analysis through a questionnaire based on the five variables (Tangibility, Reliability, Responsiveness, Assurance, Empathy) of the SERVQUAL tool. The study found that the service quality did not meet the expectations of clients. In all five dimensions of service quality, A gap was observed between clients’ expectations and perceptions as follows: Tangibility: -1.32, Reliability: -1.11, Responsiveness: -1.11, Assurance: -1.02, Empathy: -1.09. Whereas questionnaire surveys of clients were conducted for the qualitative analysis.
The gap analysis between service expectations & perceptions showed that all scores for perceptions are higher than their expectations scores, the study demonstrated that MacDonald must practice increased efficiency of services to enhance the service quality they offer to the service users. Moreover, it was suggested to focus on the promotion of low-cost food quality service among the policymakers.

Keywords: Reliability, Tangibility, Assurance, Service Quality, Empathy, Responsiveness.