Assessing the Impact of Restaurant Service Quality Dimensions on Customer Satisfaction and Behavioural Intentions | Gaurav Tripathi & Kartik Dave

The present study aims at assessing the influence of the restaurant service quality (SQ) dimensions on customer satisfaction and behavioural intentions of the customers. This study emphasizes on the confirmatory approach, which is based on the outcomes of the exploratory study conducted by the authors. The reliability and validity of the restaurant service quality model were tested using the exploratory and confirmatory techniques of factor analysis. Further, the aforementioned causal relationships were estimated using the structural equation modelling (SEM) technique. The study is spread over New Delhi region, which includes its adjoining cities. Data is collected through mall intercept method by using questionnaires. Seven dimensions of restaurant service quality emerge which are found reliable and valid. These are further tested for their influence on customer satisfaction and behavioural intentions. It is expected that restaurant service quality factors directly and positively influence customer satisfaction, which in turn is likely to influence the behavioural intentions directly and positively. An important contribution of the present study is reflected in the relationship between service quality dimensions and its consequences. It is found that intangible service quality dimensions are having significant influence on customer satisfaction. Although, DINESERV and similar other models have been tested for their further impact in different restaurant service settings and cultural contexts, there exists a wide gap in the Indian context about the consequences of service quality. The results of the present study attempt to address this gap in the current state of knowledge and will be useful for the restaurant managers to focus on service quality factors, which are having a significant impact on customer satisfaction and behavioural intentions.