IMPACT OF SERVICE QUALITY ON CUSTOMER SATISFACTION IN RESTAURANT INDUSTRY

Abstract

The purpose of the study is to investigate service quality and its impact customer satisfaction in restaurant industry in Pakistan. And also examines that how different levels of service quality affects the customer loyalty and its perception according to the particular restaurant. Different service dimensions have been studied for this purpose. Respondents are chosen from different demographics using random sampling. Restaurant for both fast food and conventional food is selected for this study. Questionnaire technique is used to collect the data and about 152 questionnaires are distributed among people and all are selected for research analysis. Findings indicate that there is a highly significant relationship between service quality (tangibles, assurance, responsiveness, reliability, empathy) and customer satisfaction in restaurant industry. Restaurant industry is fast growing and emerging industry in Pakistan and there is the need to look after the phenomenon of customer satisfaction and service quality briefly in order to make it good and healthy for people. Therefore this study is specially conducted in Pakistan for taking fruitful results.