IMPACT OF SERVICE QUALITY ON CUSTOMER SATISFACTION: EVIDENCES FROM THE RESTAURANT INDUSTRY IN PAKISTAN

Ubedullah Amjad Ali Shaikh and Naveed Ur Rehman Khan
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Ubedullah Amjad Ali Shaikh: Institute of Business and Technology – Biztek, Karachi, Pakistan
Naveed Ur Rehman Khan: Universiti Pendidikan Sultan Idris – UPSI, Perak, Malaysia

Management and Marketing Journal, 2011, vol. IX, issue 2, 343-355

Abstract: The purpose of this study is to contribute to the literature of service quality importance in restaurant industry. The study has been based upon the Servqual technique and Dineserv tool of improving the quality by the service providing organizations. The study is undertaken from the perspective of Pakistani Restaurant Industry and the customers' perceptions vis-à-vis restaurant dining. Two variables of Servqual, i.e. Tangibles and Responsiveness, have been examined to demonstrate the significance of service quality on customer satisfaction. The results endorse the importance of enhanced complementary service standards in restaurant industry. Finally, the findings provide an insight for the Pakistani restaurant service providing establishments and suggestion have been made for the caretakers of the industry on ways to improve service quality.

Keywords: marketing; restaurants; servqual; customer satisfaction (search for similar items in EconPapers)
JEL-codes: M31 (search for similar items in EconPapers)
Date: 2011
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