Academy of Marketing Studies Journal (Print ISSN: 1095-6298; Online ISSN: 1528-2678)


Customer Satisfaction and Service Innovations of Chain Restaurants In India-Domestic Vs. International Chains

Author(s): Surabhi Singh, Chatterjee TK and Sumedha Bhowmick

With the urbanization of small towns in India, chain restaurants are gaining popularity. The accumulation of international chain restaurants and domestic chain restaurants in India has led to healthy competition. The research established a significant ground to understand the satisfaction gap between the survival and success of International Chain restaurants that exist in the Indian market concerning the domestic players that were creating a buzz in the minds and hearts of the Indian mass for quite some time. The paper employed qualitative research and focused groups for data collection. The study led to insights on customer expectations and opportunities lying with chain restaurants operating in India. Academia may take the analysis further to develop the framework for the chain restaurants. The practitioners may take the insights of the study to strengthen their weak areas. The limitations of the study were restricted in terms of location and size.

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