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Objective:

The overall goal of the study is to measure the Vigor Consumer Experience. Specific objectives include

Provide detailed information on:

The service experience- Fast Food about

Tangibles- the facilities/equipment/tools and appearance of personal Reliability-ability to perform promised service dependably and accurately Responsiveness willingness to help customers and provide prompt service. Assurance Knowledge and courtesy of employees and their ability to inspire trust and

confidence.

Empathy caring, individualized attention provided to customersSignificance of Study:

The overall significance of the study is to address the following:

Academic: To support the theory service quality is significant to business enterprises

Practitioners/Marketing Firms: To highlight the dimensions and service aspects to capitalize on and to

improve those areas in order to become more competitive.

Policy Makes: To consider consumer as a stake holder in order to regulate the related sector and the

output of research as secondary document to add the customer value in related laws and rights.

References:

1. Suleiman A.Al Khattab.Al-hussein Bin Talal. (2011) perceptions of Service Quality in JordanianHotels-International Journal of business and management

2. Young Namkung, SooCheong (Shawn) Jang. (2007) Are highly satisfied restaurant customersreally different. Consumer journal for hotel management.

3. Wendy can Rijswijk,Lynn J.Frewer.(2010) Consumers perceptions of food quality and safety andtheir relation to traceability. British Food Journal.

4. Janice Boyce. Charles C.Broz.Margaret Binkley (2008). Take out Packaging and safety. BritishFood Journal

5. Tsang Chen,Hsin-Hui Hu.(2009) How determinant attributes of service quality influencecustomer- perceived value. International journal of contemporary management.

6. Young Namkung,SooCheong ( Shawn) Jang, Barbara Almanza,Joe7. Ismail (2008) Identifying the underlying structure of perceived service fairness in restaurants.

International journal of contemporary management.

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8. Andrew J.Knight,Michelle R.Worosz and E.C.D Todd (2007) Consumer Perceptions of Food safetyat restaurants International Journal of contemporary management.

9. Noor Ali Noorani Safe Foodwww.safefood.org.pk10.Nicolas Brulliad (2011) American fast food on the menu in Pakistan

www.washingtonpost.com/.../american-fast-food-on-the-menu-in-pa

11.http://www.emeraldinsight.com/journals.htm?articleid=1628211&show=pdf

http://www.safefood.org.pk/http://www.safefood.org.pk/http://www.safefood.org.pk/http://www.washingtonpost.com/.../american-fast-food-on-the-menu-in-pahttp://www.washingtonpost.com/.../american-fast-food-on-the-menu-in-pahttp://www.emeraldinsight.com/journals.htm?articleid=1628211&show=pdfhttp://www.emeraldinsight.com/journals.htm?articleid=1628211&show=pdfhttp://www.emeraldinsight.com/journals.htm?articleid=1628211&show=pdfhttp://www.emeraldinsight.com/journals.htm?articleid=1628211&show=pdfhttp://www.washingtonpost.com/.../american-fast-food-on-the-menu-in-pahttp://www.safefood.org.pk/