Measuring Customer Satisfaction When Dining at a Casual Restaurant: An Application of Kisang's Model

Raheem Bux Soomro, Noor Ahmed Brohi, Khair Muhammad Memon and Rehman Gul Gilal
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Raheem Bux Soomro: Department of Business Administration, Shah Abdul Latif University Khairpur
Noor Ahmed Brohi: IlmaUniversity, Karachi, Pakistan
Khair Muhammad Memon: South China Normal University, China
Rehman Gul Gilal: Department of Business Administration, Shah Abdul Latif University Khairpur

Sukkur IBA Journal of Management and Business, 2019, vol. 6, issue 2, 1-23

Abstract: The culinary business is being increased rapidly in Pakistan. Usually, Pakistani consumers prefer to eat meals inhomes cooked by female members owing to cultural, social and religious reason. In order to bridge up the gap in existing hospitality literature, the objective of this research manuscript is to find out the relation among the dimensions of quality (food quality, service quality and quality of physical environment), customer satisfaction, restaurant image, behavioral intentions and customer perceived value in casual restaurants in a Sukkur city. Data for this research study have been collected from customers of restaurants located in Sukkur city through convenience samplingwith a sampling size of 257. Descriptivestatistics were computed by using SPSS (24) and Smart PLS (3.0) versionwasused totesthypotheses. Service quality dimensions of a causal restaurant were found important determinants of the restaurant image and customer perceived value followed by physical environment and service quality; whereas, the physical environment quality was not found to be a significant factor of perceived value of a customer. Additionally, food quality is measured as an important restaurant’s product. Another outcome of the present study exhibited that quality of physical environment holds a substantial positive effect on a restaurant image.The findings indicate quality in food and service is highly important to satisfy customers and make their behavior positive about casual restaurant. Further, as an average temperature remains above 400 in Sukkur city, internal environment of the restaurant is significant as it will affect the mood and perception of customers when they dine in the casual restaurant.

Keywords: Restaurant Image; Customer Satisfaction; Smart PLS; Behavioral Intentions and Customer Perceived Value Service Quality; SPSS; Customer Satisfaction (search for similar items in EconPapers)
JEL-codes: M31 (search for similar items in EconPapers)
Date: 2019
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