Service quality and customer satisfaction using SERVQUAL Model: restaurant industry in Malaysia

Azadeh Amoozegar (), Liu Jia Xu (), Mohammad Falahat (), Wang Yujiao () and Temoor Anjum ()

International Journal of Innovative Research and Scientific Studies, 2025, vol. 8, issue 5, 795-811

Abstract: The quality of service is crucial for a restaurant's success. When customers are pleased with the services provided, they are more likely to return. Service quality appears to be a significant factor influencing customers' decisions to eat at a restaurant. Therefore, this paper primarily aims to determine which aspect of service quality is most important to customers. In this research, the authors employed a descriptive correlational research design, involving 300 students from private universities in Malaysia as participants. Convenience sampling was utilized to select the respondents. The findings reveal that customers generally have a positive perception of the service quality offered by fast food chains in Malaysia. Additionally, the results suggest that customer trust partially mediates the relationship between the dimensions of tangibility, assurance, responsiveness, and empathy. Service quality significantly contributes to customer satisfaction in the restaurant industry by enhancing the dining experience, building customer loyalty, and differentiating the brand in a competitive market. The findings of this study provide valuable insights for restaurant managers, particularly those operating fast food chains in Malaysia. Understanding that customers positively perceive service quality and that this perception is linked to customer satisfaction and trust highlights the need for continuous investment in service improvement.

Keywords: Consumer behaviors; Corporate social responsibility; ‎ Economic growth; Resource use‎; Sustainable food consumption. (search for similar items in EconPapers)
Date: 2025
References: Add references at CitEc
Citations:

Downloads: (external link)
https://ijirss.com/index.php/ijirss/article/view/8857/1997 (application/pdf)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:aac:ijirss:v:8:y:2025:i:5:p:795-811:id:8857

Access Statistics for this article

International Journal of Innovative Research and Scientific Studies is currently edited by Natalie Jean

More articles in International Journal of Innovative Research and Scientific Studies from Innovative Research Publishing
Bibliographic data for series maintained by Natalie Jean ().