Figure 9 shows that 64 of the respondents find the

Figure 9 shows that 64% of the respondents find the staff uniform appealing and professional
and helps them bond well. 29% of the respondents are neutral and believe there is room for
improvement and 7% of the respondents are not satisfied with employee uniform and
bonding of staff.
20.00%
80.00%
Figure 10: Does Pricing of Product Overpromise Quality of Service
yes
no
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The price of any service or product plays an important role for the organisation. For a well-
known franchise company such as Burger King, the price may seem normal for overseas
customers but expensive for the customers in Fiji. The quality of the meal or service should
be the value of the pricing and money of the customers.
According, to the feedback of the respondents, majority of 80% customers believe that the
pricing of the product and meals does not overpromise the quality of service. The product is
of the value of the customer’s money whereas 20% stated that the price does overpromise a
good quality of service which is not offered.
SERVQQUAL MODEL AND DIMENSIONS ON BURGER KING FIJI
The core values of the SERVQUAL model are understanding the nature of visions and
mission of companies in order to attract clients to the full advantage of the organisation. The
Gaps are identified in five dimensions including: Reliability, Tangible, Assurance, Empathy,
Responsibility, and Products, in order to understand the SERVQUAL model.
Reliability refers to how Burger King's personnel are able to provide their services in the
restaurant through various departments. For example, having the correct skills for new staff
who improve their knowledge and skills in customer service.
Tangibles is a service product which is physically evident and which results in customer
satisfaction, such as the packing of Burger King products and how quickly its services to
customers are performed. Response is the organization's ability to respond for example to
employee customer services, to the rapid response of employees to customer complaints
Assurance refers to how employees are aware of their products, such as Burger King
employees know their products and promotional packages as well as prices. A service
assurance study was conducted, which showed that quality assurance reduces risk, checks on
asses and increases customer purchasing control. This can be connected with Burger King's
focus on the packages, promotions and expectations of the customer.
Empathy is the way that employees care about each individual customer and are courteous.
For example, if their services are not up to the standards, employees will be put into
customer's shoes. Studies have demonstrated that if you feel sympathetic with customers, do
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not judge and sum up the complaints of customers in a polite manner, this shows clearly that
senior management motivates supervisors and employees with good leadership qualities. This
allows Burger King's staff to professionally assess the situation.