In a timely contribution to the fields of hospitality management and customer service, Dr. Amit Malik presents his latest research-based book, A Study of Customer Experiences at Food Outlets on NH-44: Haryana Perspective. This insightful publication focuses on the critical role of service quality in shaping customer satisfaction along one of India’s busiest highways—National Highway 44.
Spanning major districts of Haryana—Sonipat, Panipat, Karnal, Kurukshetra, and Ambala—NH-44 is home to a wide range of food outlets serving both travelers and locals. With India’s food and beverage industry experiencing significant growth, these highway eateries have become vital points of service. Dr. Malik’s work delves into this evolving sector, exploring how hygiene, service delivery, and product quality influence customer experiences.
Using the SERVQUAL model as a framework, the study evaluates service quality across 134 food establishments (excluding dhabas) on the highway. It identifies the key gaps between expected and perceived service, offering data-backed insights and actionable recommendations for outlet owners, managers, and policymakers.
This book is more than an academic study—it’s a practical guide for improving customer engagement and operational standards. It stands as an essential resource for professionals in hospitality, researchers, and entrepreneurs aiming to succeed in India’s dynamic food service landscape.