ABSTRACT

This study was on assessment of service quality dimensions that affect customer satisfaction in quick service restaurants in Asaba. The work has four (4) specific objectives and was guided by a four (4) research questions to ascertain the level of service offered, the factors that influence customer satisfaction, service quality dimensions that influence customer satisfaction and factors that influence service quality delivery in quick service restaurants in Asaba. The sample size for the study was 400 respondents but only 320 respondents were valid and the study used purposely sampling technique. The instrument used for collection of data was a structured questionnaire distributed to customers of fast food in the study area. The data collected were analysed using descriptive tools such as frequency and percentage, mean and standard deviation. The findings of the analysis revealed that the respondents agreed to the various level ofservice offered in quick service restaurants with clustered mean of 3.0 of which the decision rules is 3.0, the respondents also agreed to the various factors that influence customer satisfaction in quick service restaurants with clustered mean of 3.24, the respondents also agreed to the various quality dimensions that influence customer satisfaction in quick service restaurants with clustered mean of 3.80 and the respondents also agreed to the various factors that influence quick service delivery in quick service restaurants in Asaba. Delta state. Based on the findings, recommendations were made that management of quick sendee restaurants should ensure to get opinion and feedback from customer periodically to ascertain the expectation and perception of the customers on the different dimensions of service quality, further research was carried out and it was also recommended that Service provider of fast food restaurants should endeavour to improve on their empathy by providing more of caring and personalized service to customers. This is of great importance to those quick service restaurants already in business and those aspiring to venture into fast food industry. Tangibles were another important dimension mentioned by diners as contributing to their satisfaction with the service quality of the restaurant. Restaurateurs should bear in mind that the decor is part of the fine dining experience, and indeed one of the differentiating factors between a good quality family restaurant and a fine dining restaurant. Thus, before opening a restaurant, a restaurant operator should engage a reputable design consultant to come up with a unique design