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Abstract
The purpose of this study is to enhance an understanding of service quality in fast-food restaurants by developing a conceptual framework and measurement scale. Based on an extensive literature review, qualitative and empirical research, a multi-dimensional and hierarchical model of service quality for the fast-food restaurant is proposed. Data were collected from 571 students through self-administrated questionnaires. Exploratory factor analysis and structural equation modeling were used to analyze the reliability and validity of the data. This study extends restaurant service quality literature by providing a psychometrically sound conceptual framework and measurement scale. The findings of this study help fast-food restaurants formulate and implement effective marketing management strategies to cope with the keen competition in the restaurant industry as well as to boost their profit margins.