Volume 5 - Volume 5
COMPETITIVE ANALYSIS OF FAST FOOD OPERATIONS
This article presents the results of the strategic review of operations using the matrix of importance
performance of Slack (2002). The focus of the study was to investigate the determinants of service
quality in the branch of a multinational fast food. The research method was based on a qualitative
and quantitative approach, with character descriptive, applying a questionnaire in regular
customers. The survey results helped to identify competitive criteria and sub-criteria that are more
prioritized and those that need to be improved in relation to its main competitors. It was evident the
importance of applying the matrix to measure the services offered in order to evaluate the
perception of customers regarding the service of the company.
PaperID: p 2393-2405
Author's Name: Felipe Carneiro de Araújo, Maicon Consoni and Diego Augusto de Jesus Pacheco
Volume: Volume 5
Issues: Volume 5
Keywords: Quality Services. Fast Food. Customer satisfaction. Importance and performance.
Pages: 2393- 2405