Vinod Kumar et. al., Journal of Management Research and Analysis (JMRA) Available online at http://jmraonline.com ISSN: 2394-2770, Impact Factor: 4.878, Volume 05 Issue 02, June 2018, Pages: 9-14 Homepage: http://jmraonline.com, Email: jmraeditor@gmail.com Page 9 SERVICE QUALITY OF QUICK SERVICE RESTAURANTS (QSR’S) 1 Vinod Kumar and 2 Prof. Sushil Sharma 1 (Research Scholar, University School of Management, Kurukshetra University) 2 (Professor, University School of Management, Kurukshetra University) Abstract: Now a day, service sector has been an important player in the world economy. The role of service quality in the success of organized restaurants is important. It is vital for the managers to have a good understanding on what exactly the customers want. Empirical studies reveals that service quality of restaurants affects customer satisfaction and repurchase intentions, and restaurants profit as well (Berry, Bennet, & Brown, 1989). The focus of paper is to study the relationship between perceived service quality dimensions, customer satisfaction and repurchase intentions in Quick Service Restaurants based on literature review. Keywords: Service quality, Customer Satisfaction, Repurchase Intentions INTRODUCTION The food habits of Indian customers are ever changing. Indians are intending to dine out more as their incomes have increased and lifestyle has changed. There are few major factors for growth within the food service industry such as urbanization, increasing working population. The revolution within the eating places began in the nineties once McDonald‘s, Pizza Hut, Domino‘s Pizza, Subway and Yo! China entered the country. India‘s Food Service Industry is valued $41.3 billion and growing at a Cumulative Annual Growth Rate of 11%. It is expected to achieve $68 billion by year 2018. Indian Food Service report 2014 estimates food service industry to be of Rs 2 lakhs crores and expected to grow to Rs 4 lakhs crores by the year 2018. Industry consultants states that growth trend of the fast food industry is soared by the change in consumer behavior, rising income, exposure to western cuisine, more working females and the increasing number of nuclear families. The entry of foreign fast food organizations have created a tough competition in terms of business with both international and national firms jostling for profits and market share. There are two types of segments in food service sector. a) Organised segment– It includes Quick service Restaurants (QSR‘S) – Licensed/Chains and Full service restaurants- casual/fine, Hotels and Cafes etc. b) Unorganised segment– It includes Roadside restaurants- Dhabas, Street Stalls, Side vendors and Food Carts, etc. The Quick Service Restaurants (QSR) and hotels take up two third percent of market coverage. Cafes take up one fourth market coverage and rest by pubs, clubs, and lounges of the food service segment. The organized segment is estimated to account for 28 to 30 percent of the industry. Key Players Drivers of Food Service Market in India 1. Young Individuals: In India, most of the youngsters prefer eating out with their friends. 18 to 40 age group population drives majority fast food consumption in India.