Development of a Relationship Quality Measurement Instrument for Casual Dining Restaurants

Abstract

This study seeks to develop a relationship quality measurement too that can be used in casual or family dining restaurants. This study also identifies factors that contribute to the establishment of relationship quality in casual dining / family restaurants. The measurement instrument can be used to assess quality of relationships in casual dining restaurants. This study followed a quantitative research approach; a self-report questionnaire was distributed in order to collect data of casual dining restaurant patrons. A total of 211 self-administered questionnaires were completed and the data were analysed using STATA (V12). Confirmatory and principal factor analysis was conducted on the measurement instrument. Analysis of literature revealed five items: food quality, quality of service, food price, physical environment and location as key building blocks for relationship quality, thus leading to increased loyalty and guest satisfaction. Confirmatory factor analysis was carried out on the measurement instrument, and unidimensionality of each construction was tested and unacceptable objects were excluded. Principle analysis was used to classify the constructs and an alternative theoretical model was adopted. This study recommends that restaurants should apply relationship quality in order to secure satisfied and loyal customers.

Keywords

• relationship quality
• casual dining
• restaurants
• measurement instrument
• guest satisfaction