Initiatives for Enhancing Service Quality in Local Chain Catering Enterprises Using the SERVQUAL Model

Zhangyu Wu; Jirapong Ruanggoon

doi:10.63944/crkg.JFEMR

Initiatives for Enhancing Service Quality in Local Chain Catering Enterprises Using the SERVQUAL Model

Zhangyu Wu (Author)

Dhonburi Rajabhat University,Thailand; Guangxi Commercial Technician College, China

Jirapong Ruanggoon (Primary Contact)

Dhonburi Rajabhat University,Thailand

DOI:https://doi.org/10.63944/crkg.JFEMR

Keywords:

catering enterprise; service quality; SERVQUAL model

Published

31-03-2026

Abstract: This study examined service quality problems in local chain catering enterprises and proposed initiatives to enhance service quality using the SERVQUAL model, with Chunji Roast Goose, a Guangxi-based local chain, as the case study. A qualitative approach was employed. Data were collected from 622 online reviews posted between August 2024 and June 2025 on Meituan, Dianping, and Ele.me, as well as from semi-structured interviews with 21 customers and 27 internal staffs. Data analysis integrated consumer reviews and interview data through cleaning, SERVQUAL-based coding, sentiment and frequency analysis, and triangulation, with findings synthesized into empirically grounded and practical initiatives. The findings revealed that tangibles were affected by hygiene deficiencies and poor facilities. Reliability was weakened by inconsistent service standards and billing errors. Responsiveness was constrained by long waiting times during peak hours. Assurance was undermined by impolite staff behavior and insufficient training. Empathy was limited by the lack of family-friendly support, such as baby seats and children’s utensils. Initiatives included stricter hygiene practices and facility upgrades for tangibles, standardized operating procedures for reliability, optimized staff allocation for responsiveness, service etiquette training for assurance, and customer profiling systems to enhance empathy. The study provided practical insights for local chain catering enterprises seeking to improve service quality and strengthen customer satisfaction.

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Initiatives for Enhancing Service Quality in Local Chain Catering Enterprises Using the SERVQUAL Model

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