The relationship between service quality and relationship quality elements at a fast food restaurant in Shah Alam / Siti Hazwani Azmi

Service quality is a vital aspect in any organization for improving the services given to customers by provider. This research is a correlation. The objective of this study is to examine the relationship between service quality and customer satisfaction provided by a fast food restaurant. This study is also conducted to examine the relationship between service quality and customer trust provided by a fast food restaurant and the relationship between service quality and customer loyalty provided by a fast food restaurant. The conceptual framework has been developed by adapting it from Parasuraman et. al. (1988). The five main districts of service quality involved in this study are reliability, assurance, tangible, empathy and responsiveness. A set of questionnaire was used as the main instrument for the survey. The researcher distributed 278 questionnaires to the customer of fast food restaurant. 157 questionnaires were analyzed in which they represented the response rate of 57%. The findings of this study showed that overall service quality districts namely, reliability, assurance, tangible, empathy and responsiveness have positive and significant correlations with relationship quality.