Paper Title
The Effect of Quality Dimensions on Informal Fast Food Restaurants in South Africa

Abstract
The informal fast-food restaurant sector has been growing rapidly in South Africa over the past decades. The sector is important for the development of township economies, as it creates opportunities for self-employment and jobs in township communities. The quality dimensions such as food, service and physical environment of a food restaurant are crucial determinants of customer satisfaction and continual business growth. The objective of this paper is to examine the influence of quality dimensions on customer satisfaction in an informal micro-fast-food restaurant; quality dimensions are important to the survival and growth of informal micro-fast-food restaurants. A survey was conducted on customers of informal micro-fast-food restaurants using a convenience sampling method. The collected data was transferred to the Statistical Package of Social Science (SPSS) for data analysis. The results showed how to enhance customer satisfaction and increase loyalty by means of improving quality dimension of restaurant, in particular the setting and environment of business. The results further suggest that the continuous improvement of the ambiance of the restaurant as it is essential to creating an atmosphere in the restaurant that will attract more customers. Keywords - Quality Dimension, Customer Satisfaction, Informal Sector, Micro Fast Food Restaurants