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Figure 9 shows that 64 of the respondents find the

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Figure 9 shows that 64% of the respondents find the staff uniform appealing and professionaland helps them bond well. 29% of the respondents are neutral and believe there is room forimprovement and 7% of the respondents are not satisfied with employee uniform andbonding of staff.20.00%80.00%Figure 10: Does Pricing of Product Overpromise Quality of Serviceyesno11
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 overseascustomers but expensive for the customers in Fiji. The quality of the meal or service shouldbe the value of the pricing and money of the customers.According, to the feedback of the respondents, majority of 80% customers believe that thepricing of the product and meals does not overpromise the quality of service. The product isof the value of the customer’s money whereas 20% stated that the price does overpromise agood quality of service which is not offered.SERVQQUAL MODEL AND DIMENSIONS ON BURGER KING FIJIThe core values of the SERVQUAL model are understanding the nature of visions andmission of companies in order to attract clients to the full advantage of the organisation. TheGaps 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 therestaurant through various departments. For example, having the correct skills for new staffwho improve their knowledge and skills in customer service.Tangibles is a service product which is physically evident and which results in customersatisfaction, such as the packing of Burger King products and how quickly its services tocustomers are performed.Response is the organization's ability to respond for example toemployee customer services, to the rapid response of employees to customer complaintsAssurance refers to how employees are aware of their products, such as Burger Kingemployees know their products and promotional packages as well as prices. A serviceassurance study was conducted, which showed that quality assurance reduces risk, checks onasses and increases customer purchasing control. This can be connected with Burger King'sfocus 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 intocustomer's shoes. Studies have demonstrated that if you feel sympathetic with customers, do12
not judge and sum up the complaints of customers in a polite manner, this shows clearly thatsenior management motivates supervisors and employees with good leadership qualities. Thisallows Burger King's staff to professionally assess the situation.

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Term
Spring
Professor
N/A
Tags
BURGER KING, Burger King Corporation, Burger King Fiji

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