A comparative study of male and female perceptions of service quality in fast food industry
Journal Title: Manager Journal - Year 2009, Vol 10, Issue
Abstract
The development of technology has brought about sudden shift in the economy towards service economy. It becomes important therefore that marketers need to bring marketing principles, theories,and strategies to bear in this emerging economy if they must satisfy their customers profitably. The study makes use of SERVQUAL, a research instrument developed by Parasuraman, Zeithaml and Berry to measure the impact of customer expectations on the perceptions of service quality. Three hypotheses were put forward and tested. The first hypothesis was to determine whether there was any difference between customer expectations and perceptions of fast food service. Dependent t-test was used and it was discovered that there was no significant difference between the two parameters. The second hypothesis was to determine whether there was difference between male and female expectations of service quality. Independent t-test was employed and it was found that there was no significant difference between the two parameters. The third hypothesis of the study was to determine whether there was difference between male and female perceptions of service quality. An independent t-test was also used for this hypothesis and it was discovered that there was no significant difference between the two parameters measure. Based on the findings above some of the recommendations made were: 1. It is important that Nigerian fast food restaurants established a strong presence in the cyber space by having a functional website. 2. There is a need for the fast food operators to improve upon working conditions, including salaries paid to workers in the sector.
Authors and Affiliations
Ogunnaike Olaleke Oluseye
Keywords
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