Analysis of impact of service quality on customer satisfaction on fast food industry, case study of Eddie Rockets, Ireland

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Rajendran, Pravin
Issue Date
MBA in Marketing
Dublin Business School
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The current research aimed to analyse the impact of service quality on customer satisfaction in the fast food industry in Ireland, Eddie Rocket’s Ireland was used as a case study for realizing the real life insight into the industry. The research required gathering data and primary data collection was used for the study. Survey was deployed where questionnaire was used as an instrument. 100 customers of Eddie Rockets were selected with the help of purposive sampling technique. The gathered information was analysed with the help of quantitative data analysis method that allowed the researcher to present the information in the form of charts and tables. From the literature review it was known that the various dimensions of service quality impact the customer satisfaction level in organisations. Firms are found to focus on the service quality dimension owing to the impact it has a customers. It was identified from the research that customers are overall satisfied with the service quality dimensions that are being focused upon by Eddie Rockets in Ireland. Empathy that is related to the service rendered by the employees is found to be not effective and it is found to have less impact on customer satisfaction. Reliability, responsiveness, tangible factors of Eddie Rockets is found to be improving satisfaction level of employees. However, the firm is not found to focus on customer’s individual attention for fulfilling preference customers. Problems of the customers are not found to be solved by Eddie Rocket's. It is recommended for the firm to improve their service by focusing on individual customer attention. Staff training must be provided for understanding the needs of customers. Periodical customer satisfaction survey is also suggested by this research.