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

Abstract

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

Keywords

• marketing
• restaurants
• servqual
• customer satisfaction