An Assessment of Customer Service Quality in Food Franchise Restaurants of Mthatha

Abstract

The aim of this study was to explore the perceptions of customers on service quality rendered by food franchise restaurants in the area of Mthatha, OR Tambo District Municipality, Eastern Cape. The study used a qualitative research method. The overall aim was to have an in-depth understanding of these perceptions. Due to its qualitative nature, the researcher adopted thematic analysis to analyse the primary data collected from in-depth interviews. The main research question was around the perceptions of customers on service quality rendered by food franchise restaurants in Mthatha. The secondary research questions were around the service quality provided by food franchise restaurants compared to customer expectations in Mthatha, the aspects of service quality that customers value the most on food franchise restaurants in Mthatha, and the factors that contribute to the variance between what food franchise restaurants offer as a service and what customers expect as customer service in Mthatha. The findings of this study indicated that customers expect a warm welcome, focused attention by the staff and administrators, quick service at all fronts from being seated to receiving the bill and everything in between, a pleasant and comfortable atmosphere without unwanted disturbances, a high-quality food that sits at par with the standards of the restaurant, a kind and cordial treatment by the restaurant staff throughout their dining experience, and easy payment methods.