Service Quality In Restaurants

This literature review will be discussing how consumers percieve service quality and the factors affecting service quality in restaurants. Service quality and customer satisfaction are very important concepts that companies must understand in order to remain competitive in business and hence grow. It is very important for companies to know how to measure these constructs from the consumers’ perspective in order to better understand their needs and hence satisfy them. Service quality is considered very important because it leads to higher customer satisfaction, profitability, reduced cost, customer loyalty and retention.The main purpose of this study theoretically is finding out how applicable the SERVQUAL model is in the context of restuarants

The researcher will first discuss the key concepts on customer service, service quality, customer satisfaction, relationship between service quality and customer satisfaction. Service quality dimensions, concept formations of customer satisfaction and analysis of the different similar past studies. It will also include the applicability of the Servqual model technique in context of restaurants and how it is derived in describing how customers perceive service quality and to know either they are satisfied with the services offered by the restaurants in Metro

Unlike product quality, the Service Quality is evaluated on the basis of all the things associated with service not only final outcome. In order to attain new customers and retain the old one, the Service Quality is an important tool that can be used and this tool is also getting importance in higher education. The customer satisfaction about Service Quality can be best tested through SERVQUAL model. According to (Kumar, Kee, & Manshor, 2009), the SERVQUAL model, the technique of dominance analysis is used to measure the relative importance of each critical factor in closing up overall service quality gap In contrast to this, Andaleeb and Conway (2006), stated that in this mixed product-service context and where service assessments are largely experience-based (as opposed to healthcare or auto repair organizations where service assessments are credence based), they contend that all five original dimensions of SERVQUAL need not be included. For example, the assurance and empathy dimensions originally suggested in the SERVQUAL framework may not be of great significance for the following reasons. Assurance is defined as employees’ knowledge and courtesy and their ability to inspire trust and confidence. This particular dimension of service quality is significant largely for credence based industries such as healthcare, legal services, or auto repair, that have a higher degree of risk per purchase and