Customer perception towards service quality of fast food restaurants in Klang Valley

Due to its convenience, the fast food industry in Klang Valley, Malaysia has becoming one of the most popular places for eating out. Therefore, quality service has becoming one of the most concerned issues. To examine expectations and perceptions of customers, evaluation method of service quality was conducted using SERVQUAL instrument. A survey of 404 restaurant's customers showing that the restaurant's customers are significantly dissatisfied with the seven dimensions of service quality, including tangibles, reliability, assurance, responsiveness, empathy, price and perceived value. According to the current service quality level of fast food restaurants, this study suggests that fast food restaurants in Klang Valley develop its service quality improvement strategy objectively and accurately.