Service Quality and Customer Satisfaction in Dining Restaurants: Inputs for Tourism and Hospitality Curriculum Enhancement

Abstract

In the foodservice industry, clients do not only judge the product standard, but also the service quality they receive during their restaurant experience. Therefore, when the importance of the dining experience is strongly regarded by consumers in terms of intellectual and motivational attributes, they are happier to suggest the establishment to others. This research was undertaken to evaluate the levels of service quality and clients’ satisfaction on the services offered by two leading fast-casual dining restaurants in the Province of Nueva Vizcaya, Philippines. As a correlation research, this study was conducted using a modified SERVQUAL instrument among the 395 randomly selected customers. Weighted mean was used to describe the levels of service quality and customer satisfaction. The multiple regression was used to determine the predictors of customer satisfaction. The fast-casual dining restaurants had lived up to the expectation of their customers as they were thought to provide respectable service quality. The fast-casual dining restaurants had satisfied their customers in terms of their dining experience. The physical design and appearance of the restaurants, the price of the product, and the responsiveness of the workforce are the strong determinants of the gratification of the customers.

Received: 21 January 2022 / Accepted: 25 March 2022 / Published: 5 May 2022