Abstract

This is a cross sectional field study in which we examined the relationship between perceived service quality and customer satisfaction with the moderating role of word-of-mouth. The sample size of the data is 350 that are collected from the fast food restaurants located in the one of the largest city of Pakistan, Lahore. After implementing some statistical tools we conclude that the service quality and customer satisfaction have a positive direct relation with each other and the word-of-mouth does not play any moderating role between service quality and customer satisfaction.

Key words: Word of mouth, purchase, brand image.