Vol. 6 (04) pp. 845-852 DOI: 10.21474/IJAR01/6920

SERVICE QUALITY: AN ASSESSMENT OF GAPS IN RESTAURANTS OF BILASPUR CITY.

and
  • Associate Professor, Department of Management Studies Dr. C. V. Raman University Kargiroad, Kota, Bilaspur (C.G)
  • Research Scholar (M. Phil) Department of Management Studies Dr. C. V. Raman University Kargiroad, Kota, Bilaspur (C.G)
28 Downloads 173 Views
Crossref

Download Full Paper (PDF)

Abstract

The aim of this study is to assess the service quality gaps lies in the restaurants of Bilaspur city with respect to expectation and experience of the customers?. SERVQUAL scale is adopted and modified to suit the requirement of the study and survey in four well-known restaurants offering variety of cuisines was done. Mean score analysis was performed to identify the persists gaps with respect to expectation and experience of the customers? This study reveals that only services with respect to willingness to help customers and prompt services (Responsiveness) exceeds the expectation of customers? and gaps were identified in all other service dimensions which indicates poor service quality of the restaurants. Multiple regression analysis is performed to assess the impact of these service quality dimensions on satisfaction of customers and intention of their revisit. Significant but low impact was found on the satisfaction of customers (31%) and very low influence on intention of revisit was revealed (11%). Findings of this study helps the owners of restaurants to understand the gaps and take corrective actions for improving satisfaction of the customers?, thereby intending them for revisiting the restaurants and recommending the restaurants to others based on their positive experience.

Keywords

How to Cite This Article

Indu Santosh and Swaima Naaz. (2018); SERVICE QUALITY: AN ASSESSMENT OF GAPS IN RESTAURANTS OF BILASPUR CITY., International Journal of Advanced Research (IJAR), 6 (04), 845-852, ISSN 2320-5407. DOI: https://doi.org/10.21474/IJAR01/6920

Corresponding Author

Dr. Rahul Sharma
Department of Management Studies

Article Analytics

References

  1. Bashirian, N., & Majdpour, T. (2011). The role of standard service quality in front office of five star hotels in Tehran in order to satisfy customers. Master's Thesis, Lule? University of Technology, Department of Business Administration, Technology and Social Sciences.
  2. Lovelock, C. and Wirtz, J. (2011). Services Marketing. New Jersey: Pearson.
  3. Markovic, S., Raspor, S., & Sergaric, K. (2010). Does restaurant performance meet customers? expectations? An assessment of restaurant service quality using a modified DINSERV approach. Tourism and Hospitality Management, 16(2), 181-195.
  4. Parasuraman, A., Berry, L.L. & Zeithaml, V.A. (1991). Refinement and reassessment of the SERVQUAL scale. Journal of Retailing, 67(4), 420-450.
  5. Parasuraman, A., Zeithaml, V.A. & Berry, L.L. (1988). SERVQUAL: a multiple item scale for measuring consumer perceptions of service quality. Journal of Retailing, 64(5), 21- 40.
  6. Parasuraman, A., Berry, L.L. and Zeithaml, V.A. (1990). "Guidelines for conducting service quality research." Marketing Research, December: 33-44.
  7. Qu, H. (1997). Determinant factors and choice intention for Chinese restaurant dining: a multivariate approach. Journal of Restaurant and Foodservice Marketing, 2(2), 35-49.
  8. Soriano, D.R. (2002). Customers? expectations factors in restaurants: The situation in Spain. International Journal of Quality & Reliability Management, 19(8/9), 1055-1067.
  9. Sulek, J.M. & Hensley, R.L. (2004). The relative importance of food, atmosphere and fairness of wait. Cornell Hotel and Restaurant Administration Quarterly, 45(3), 235-247.
  10. Susskind, A.M. & Chan, E.K. (2000). How restaurant features affect check averages. Cornell Hotel and Restaurant Administration Quarterly, 42(6), 56?63.
  11. Tan, K.C. & Kek, S.W. (2004). Service Quality in Higher Education using an enhanced SERVQUAL approach. Quality in Higher Education, 10(1), 17-24.
  12. Taylor, S.A. & Baker, T.L. (1994). An assessment of the relationships between service quality and customer satisfaction in the formation of consumers? purchase intentions. Journal of Retailing, 72(2), 163-178.
  13. Teas, R.K. (1993). Expectations, performance evaluation and customer?s perceptions of quality. Journal of Marketing, 57(4), 18-34.
Creative Commons Attribution 4.0 This work is licensed under a Creative Commons Attribution 4.0 International License.