The study of consumer perception towards service quality of The Pizza Company

Abstract

This study aims to compare customer expectation and customer perception toward service quality of The Pizza Company by using a Gap model as a theoretical framework. The Pizza Company, Siam Square Branch is used as an example of the current study. The questionnaire included service five dimensions of the service quality which were Assurance, Empathy, Responsiveness, Tangible, and Reliability. Customers were asked to identify their expectation level of services and their perception level regarding their experience visiting the restaurant. The data was analyzed by using SPSS software to identify the mean score of both expectation and perception, including standard deviation score in order to rank the level of each of the five dimensions.