THE SERVQUAL INSTRUMENT

EXPECTATIONS PERCEPTIONS
This survey deals with your opinions of Fast Food franchisees Please show the extent to which you believe KFC has the feature
like KFC/McDonald/Burger King etc.. Please show the extent described in the statement. Here, we are interested in a number that
to which you think such outlets should possess the following shows your perceptions about KFC
features.
Strongly Strongly
Strongly Strongly Disagree Agree
Disagree Agree 1 2 3 4 5 6 7
1 2 3 4 5 6 7

(P)
(E)
Tangibles Tangibles Gap Score
P-E
E1. The food should look fresh and must be of P1. The food at KFC has good taste and looks appealing
good taste at excellent fast food franchisees

E2. The physical facilities at excellent fast food P2. KFC’s physical facilities are visually appealing.
franchisees will be visually appealing.

E3. Employees at excellent fast food franchisee will P3. KFC’s employees are neat appearing.
be neat appearing.

E4. Materials associated with the service (such as

P4. Materials associated with the service (such as menu
menu cards and menu displays) will be visually
cards and menu displays) are visually appealing at KFC.
appealing at an excellent fast food franchisee

Average Tangibles SERVQUAL score

 E P P - E Reliability
Reliability
E5. When excellent fast food franchisees promise to
serve food by a certain time, they do.
E6. When a customer has a problem, excellent fast
food franchisees will show a sincere interest in
solving it.
E7. Excellent fast food franchisees will perform the
service right the first time.
E8. Excellent fast food franchisees will provide the
same great quality of food every time.
Responsiveness
E10. Employees of excellent fast food franchisees
will tell customers exactly when orders will be
performed.
E11. Employees of excellent fast food franchisees
will give prompt service to customers.
E12. Employees of excellent fast food franchisees
will always be willing to help customers.
P5. When KFC bank promises to serve food by a certain
time, it does so.
P6. When you have a problem, KFC shows a sincere
interest in solving it.
P7. KFC performs the service right the first time.
P8. KFC provides the same standard great quality of food
every time.
Average Responsiveness SERVQUAL score
Responsiveness
P10. Employees in KFC tell you exactly when
order will be performed.
P11. Employees in KFC give you prompt service.
P12. Employees in KFC are always willing to help you.
Average Responsiveness SERVQUAL score
 E P P-E
Assurance Assurance
E14. The behaviour of employees in excellent fast P14. The behaviour of employees in KFC is welcoming to
food franchisees will be welcoming to customers. customers

E15. Customers of excellent fast food franchisees P15. Customers of KFC feel assured of quality service
will feel assured of quality service every time they every time they visit any outlet of the franchisee
visit any outlet of the franchisee.

E17. Employees of excellent banks will have the P17. Employees in XYZ bank have the knowledge to
knowledge to answer customers’ questions. answer your questions.

Average Assurance SERVQUAL score

Empathy Empathy
E18. Excellent fast food franchisees will give P18. KFC gives you individual attention.
customers individual attention.

E19. Excellent fast food franchisees will have P19. KFC goes the extra mile to ensure customer
customer satisfaction at the core satisfaction.

Average Empathy SERVQUAL scores

TABLE 1: CALCULATIONS TO OBTAIN UNWEIGHTED SERVQUAL SCORE

Average Tangible SERVQUAL score

Average Reliability SERVQUAL score

Average Responsiveness SERVQUAL score

Average Assurance SERVQUAL score

Average Empathy SERVQUAL score

TOTAL

AVERAGE (= Total / 5) UNWEIGHTED SERVQUAL SCORE