Understanding service quality can be a useful measure for testing the magnitude of customer satisfaction and thus appraising and deciphering the firm-level strategic performance. The motive of this study is to analyse the importance of service quality in customer satisfaction. A specific restaurant is selected to conduct the study, namely The Ora Café Bhilwara. The Ora Café started as a Coffee House in Bhilwara. The concept was new and catchy, but with time the owners realized to change the positioning of the Café, and it was repositioned as a Modern-Day Café offering the main course as well. The Ora Café is well-positioned in Bhilwara and is frequented mainly by youngsters and people with a distinct taste. A survey was conducted to unearth the quality parameters from customers' perspectives. This study also focuses on the impact that quality service puts on customer loyalty and perception about a particular restaurant. Different aspects and dimensions have been considered for this purpose. Respondents were selected from various demographics to widen the extent of the study. Qualitative and Quantitative methods were used for attaining the objective. Questionnaires and interviews were used to collect data. The restaurant industry is one of the most rapidly growing industries in B towns of Rajasthan. So it is of high importance to understand the phenomena of service quality and customer satisfaction to make it beneficial for entrepreneurs and customers. The outcomes of the study helped the owners of The Ora Café to tailor their quality parameters according to the customers. The study serves as a real-life case study and supports the empirical results analysed through a literature review.

fast food industry, customer satisfaction, service quality, loyalty