Servqual theory was initially developed in the era of 1980s by Leonard Berry, Parasuraman and Valarie Zeithaml for measuring the quality of services and products offered by various organizations in a different sectors.
Originally, Servqual theory comprised of 10 elements of the service quality; however, they were narrowed down to five factors including reliability, assurance, responsiveness, empathy, and tangibles. Reliability corresponds to the capacity of the organization to deliver the promised product or service accurately and dependably. On the other hand, assurance corresponds to the courtesy as well as knowledge of the employees and their proficiency to deliver trust and at the same time confidence. Furthermore, tangibles describe the appearance of the communication channels, personnel, equipment, and physical facilities.
Likewise, empathy encompasses the provision of individualized attention and care to the potential customers. Lastly, responsiveness explains the willingness of the organizations to facilitate the customers and providing them the prompt services. It is eminent to note here that fast-food companies utilized Servqual theory to measure and manage by examining the feedback of the questionnaires that measure the perceptions of the customers regarding the service they have received and the expectations of the customers in relation to the service quality measures in terms of five dimensions (RATER).
When the expectation of the customers surpasses their perceptions regarding service quality, then the service quality is deemed below. Customer satisfaction is considered the most crucial element of success in any organization particularly the ones operating in the fast-food industry. In to respond to market conditions and availability of the businesses, it has become exceptionally essential for the organizations to emphasize the extent to which the customers are satisfied with the products offered and the services produced.