lure will lead to employee’s low motivation and rather choose to turnover (Aarons & Sawitzky, 2006). Organization should guide and explain to the employees about the culture of organization in order to enable employees learn and accept the new culture in the shortest time.
Clarke, Sloane & Aiken (2002) “Composition of the workforce. Over time, the people entering an organization may differ in important ways from those already in it, and these differences may impinge on the existing culture of the organization. For example, people from different ethnic or cultural backgrounds may have contrasting views about various aspects of behavior at work.
Another common problem of fast food industries of Malaysia that will affect turnover intention is organizational fit. This problem usually occurs among the newcomers in the Fast food restaurants because they do not fit in the new workplace. Newcomers are not familiar with the new workplace and turnover intention will be increase if newcomers find out them unable to fit and follow in the organizational (Kristof-Brown, Zimmerman & Johnson, 2005). Performance of newcomers will be poor if they cannot fit with the organizational (O’Reill, Chatman & Caldwell, 1991). Poor performance will lead to low motivation and less chance to get promote. Newcomers will choose to work in other organizations in order to perform better by the abilities they have.
Research questions and objectives:
Fast food is one of the world’s largest growing food types. Malaysia fast food industry is growing by 40% a year. It has caught on as a trendy thing amongst youngsters to visit the fast food outlets and spend leisure time there. This is apparently is due to modern look offered by the outlets. The purpose of this study is to ascertain the service quality offered by International fast food outlets in Chandigarh as perceived by experience of the respondents. The study is conducted with the following objectives:
1. To determine the perception of customers regarding the service quality offered by International fast food chains.
2. To analyze and compare the service quality perceptions of customer in different International fast food chains.
3. To determine the relevant dimensions of service quality.
Justification for the research
Marketing Models/Frameworks:
Service quality elements:
The SERVQUAL scale operates and measures service quality along five distinct dimensions that can be viewed as indicators of the construct of perceived service quality.
Tangibles (Physical evidence of the service: appearance of physical facilities, tools and equipments used to provide the service, appearance of personnel and communication materials)
Reliability (The ability to perform the promised service dependably and accurately: Consistency of performance and dependability, service is performed right at the first time, The company keeps its promises in accuracy in billing and keeping records correctly, performing the services at the designated time)
Responsiveness (The willingness and/ or readiness of employees to help customers and to provide prompt service, timeliness of service: m0ailing a transaction slip immediately, setting up appointments quickly)
Assurance (The knowledge and courtesy of employees and their ability to convey trust and confi
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