The effect of restaurant service quality on customer satisfaction, mediating effect of restaurant image
The fact that the restaurant industry involves a lot of interaction between employees and customers opens up a lot of doors for service failures. Factors such as unprofessional staff attitudes and inability to provide the selected food may cause service problems even in the best restaurant. Taking n...
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| Format: | UMK Etheses |
| Language: | English |
| Published: |
2023
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| Online Access: | http://discol.umk.edu.my/id/eprint/14551/1/Fatin%20Nabila%20binti%20Mohd%20Nazri.pdf http://discol.umk.edu.my/id/eprint/14551/ |
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| Summary: | The fact that the restaurant industry involves a lot of interaction between employees and customers opens up a lot of doors for service failures. Factors such as unprofessional staff attitudes and inability to provide the selected food may cause service problems even in the best restaurant. Taking note of these issues, this study investigates the relationship between restaurant service quality (food quality, physical environment and employee service quality), restaurant image and customer satisfaction among millennials in casual dining restaurant in Kelantan, Malaysia. This study also examines the mediating effect of restaurant image. The DINESERV model has been chosen in this study to introduce the multidimensional of antecedents that influence the main factors towards customer satisfaction. This study employed quantitative method and used convenience sampling approach to collect data. A total of 470 responses were successfully collected yet only 408 responses valid for further data analysis. Partial Least Squares Structural Equation Modelling (PLS-SEM) procedure was applied to analyze the data and test the hypotheses of this study. Statistical results found that food quality, physical environment, employee service quality and restaurant image have positively influenced customer satisfaction. Meanwhile, restaurant image was found to mediate the relationship between restaurant service quality and customer satisfaction. This study contributes to the body of knowledge and practical by providing a strong research framework for a clear understanding that describes the effect of service quality on customer satisfaction and the mediation effect of restaurant image, as well as advantage to Malaysian restaurant operators, marketers and practitioners intending to enter the foodservice industry, particularly in casual dining restaurant. |
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