Investigating the impact of key dimensions of service quality on customers’ satisfaction and loyalty: Evidences from the restaurant industry in Sudan

Dalia M. E. Diab (), Hesham E. Mohammed (), Elham Hassam Mansour () and Osman Saad ()
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Dalia M. E. Diab: University of Khartoum
Hesham E. Mohammed: Ahmed bin Mohamed Military College, Doha
Elham Hassam Mansour: Ahmed bin Mohamed Military College, Doha
Osman Saad: Ahmed bin Mohamed Military College, Doha

Marketing and Branding Research, 2016, vol. 3, issue 2, 153-165

Abstract: This paper reports a study that identified the underlying key dimensions of service quality and its impact on consumers’ satisfaction and loyalty within the restaurant context in Sudan using Dineserv model. The study is quantitative and descriptive in nature. Data was collected through self-administered questionnaires from 4 restaurants in Sudan. Based on the analyses, four factors including assurance, empathy, tangibility, and reliability were the most significant dimensions of service quality that had positive influence on customer satisfaction while assurance, empathy, and tangibility were the most significant dimensions that had positive influence on customers’ loyalty. The results also confirmed the links between service quality dimensions, satisfaction, and loyalty, respectively. The findings of study could be employed by the restaurant managers to improve their marketing strategies.

Keywords: Customer loyalty; Customer satisfaction; Dineserv Model (search for similar items in EconPapers)
Date: 2016
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Persistent link: https://EconPapers.repec.org/RePEc:bco:mbraaa::v:3:y:2016:p:153-165

DOI: 10.33844/mbr.2016.60459

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