Measuring Perceived Service Quality of Fast Food Restaurant in Islamic Country: A Conceptual Framework

Service quality is a critical success factor of fast food restaurant. Fast food restaurant managers need to measure and improve the service quality of their restaurant continuously. Given this, the knowledge on measurement of service quality of fast food restaurant is needed. Service quality is an abstract and elusive concept. Furthermore, the way of customer on perceiving the quality of service depends on the type of service and the context where the service is provided. Thus, this paper aims to propose a service quality model that is specifically designed for measuring perceived service quality of fast food restaurant in Islamic Country.