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Abstract
Customer satisfaction plays a pivotal role in success of every business organization whether it is
meant for a product or a service. Every business needs not only to retain its current customers but
also to expand customer’s base significantly and it is possible only when target customer is fully
satisfied from company on some parameters. The objective of study is to construct comprehensive
model of customer satisfaction in fast growing restaurant industry covering all the major dimensions
of concept.. Secondary research and Quantitative techniques were used to explain the concept of
customer satisfaction. Stratified random sampling was used for this purpose for data analysis
purpose, Correlation and multiple regressions while using SPSS-16 were used to test the model. This
research will add in existing base of knowledge on vast topic of customer satisfaction while focusing
on local restaurant industry.
Keywords: Customer satisfaction, service quality, food reliability
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According to Johan; the customer mind is a tunes and different various other atmospheric
complex set of thoughts and ideas and cannot components included in this effect in
be fully predictable by human being. customer satisfaction. Complete support
Thorsten and Alexander (1997) found dining places ought to give attention to 3
Customer satisfaction with the product and elements – support good quality
services of company as the strategic factor for (responsiveness), cost, along with meals good
competitive advantage. In the context of quality (reliability) in the event customer
relationship marketing, customer satisfaction satisfaction will be dealt with like a
is the way that leads to long term customer organizing variable. Oliver (1981) expressed
retention because un satisfied customers have in which pleasure shortly decays directly into
very high switching rate (Lin & Wu, 2011). one’s total mindset
function ended up being accomplished on quite a few scientists most often make use of
there through Teas (1993) and Cronin Jr et program excellent in order to measure
al., (1994). In this way research question or customer satisfaction Zeithaml (1985).
even target is usually interested mainly The researcher found that greater you give
because much like this product customer service as per customer requirement or need,
satisfaction within all round is usually greater will be the level of satisfaction and
dependent upon judging the feeling or even vice versa. Analysts described the direct
final results along with number of positive relationship of service quality with
measurements just like program excellent, customer satisfaction (Parasuraman et al.,
merchandise excellent and price (PZB, 1994). 1988). Athanassopoulos, (2000) identified
development, responsiveness, price, and
In addition, using the transaction-specific program excellence as centre measurement
product, most of us reveal which the associated with customers’ satisfaction.
merchandise providing for your complete
program restaurant industry should be known Service quality is not an easy task to quantify
as a mix of program and also merchandise and being evaluated, because it is not a
functions. Therefore, clients will take into product to quantify but it is customer’s
account these issues with deal for example evaluation and subjective perception about
merchandise characteristics (e. g. food something (George & Jones, 1991). Takeuchi
excellent and also restaurant ambience), (1983) quality is such an important
program attributes (e. g. responsiveness of the characteristic or feature of something that
representative), and also price so you can get make some differentiation in your product and
an overall fulfilment from restaurant. The stands you remarkable in terms of
Theoretical frame function as well as the competitative advantage. Service quality is
worried ideas are shown yearly part, and also evaluated when the user of service compare
chapters upon research process, your analyses, his perception with actual experience.
final results, and also conversation can also be Gronroos (1984) Satisfaction is wide concept
incorporated. and is impacted by many factors and service
quality is one of the major determinants of
Service quality customer satisfaction (Zeithaml and Bitner,
Ayse (2007) Top quality includes 2 main 2003). Bitner and Hubbert (1994) give two
factors: (1) the merchandise fulfils wants or options of explaining the phenomena:
even (2) around that levels it truly is free from satisfaction as result of some particular
insufficiencies (Juran, 1988). Service is kind experience or event combined effect of
of performance that's proposed by 1 get satisfaction.
together to an alternative and also within
corporeality can be a ought to part of it SERVQUAL product supplies a beneficial
(Kotler & Keller, 2006). Through way to be associated with computing
acknowledged the necessity associated with program excellent produced by PZB within
methods associated with program excellent 1988, as outlined by this product customers’
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Journal of Asian Business Strategy, 4(1)2014: 18-31
awareness and also anticipations starting upon SERVQUAL literature, is identified as the
all 5 measurements: tangibles (Actual willingness of the staff to be helpful and to
environment or even design), reliability provide prompt service to the customer. In full
(Product quality), responsiveness (Service service restaurants, customers expect the
quality), assurance and also sympathy. servers to understand their needs and address
Determined by aspects associated with them in a timely manner. SO, the quality of
SERVQUAL product exact same final results service includes many factors and
are already put on restaurant industry through responsiveness is among one of those factors
Stevens (1995) and also he or she created which satisfy the customer on dimension of
DINESERV from SERVQUAL. Inside the service quality
restaurant industry, only an element of
providing can be a program and it's also Product quality or reliability
intangible and also generation and also Product quality has same importance in full
utilization of merchandise have become service restaurant industry as like service
significantly within close up affiliation. quality. More you are reliable in terms of your
Furthermore customer wish wide variety and product quality more customers will be
also self assortment plus they evaluate one’s satisfies with your product. It is the part of
providing along with some others when they Customer relationship management (CRM)
have got clusters associated with eating places that how much your customer depends upon
inside their thoughts because of reference reliability of your core product. Once
point teams (Neal, 1999). customer is satisfied on reliability of full
service restaurant, he would not only become
Authentic measurements associated with loyal customer but also will become brand
SERVQUAL don't need to be incorporated. ambassador and will add in customer equity
Inside the restaurant industry, customer’s of the restaurant.
chance just isn't a lot of large because of the
purchase price, the results of the program, as In different organization business we will
well as the alternatives available. Hence discover all 5 most critical measurements
assurance just isn't because significant within which make a very good organization and also
this industry. In the same manner, sympathy is these are generally program excellent,
outlined within the SERVQUAL materials perceptible, trustworthiness, responsiveness
because particular person consideration and assurance and etc. (Azadavar et al., 2011).
also attention that's inclined to each customer. Satya (2011) identified it is compulsory for
This sizing is a lot more applicable in order to corporations to maintain their own excellence
companies where “relationship marketing” in quality mainly because everyone is a lot
instead of “transaction marketing” is vital on more attentive to quality excellence as
the business. However trustworthiness and compared to price. The consumers someday
also responsiveness operating industry just buy better brand in terms of quality instead of
like restaurant can be a lot more much better. thinking about of the price issue (Rajput et al.,
Responsiveness, as defined by the 2012). Tsiaotso, (2006) identified a good
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Journal of Asian Business Strategy, 4(1)2014: 18-31
complex elements within sturdy items (Chui relative impact on customer satisfaction but
et al., 2006). the core variables that are chosen in this study
are included in theoretical framework and
Theoretical frame work and hypothesis their hypothesis are made accordingly for
Research has found that there are a no of further research.
factors which are contributing towards
customer satisfaction in restaurant industry. Model diagram
Many researchers have done lot of work on Following diagram shows the relationship of
the concept and many elaborated it in variables both dependent and independent
different dimensions like taste of product, variables, customer satisfaction is dependent
Sales promotion, brand image, brand trust , variable and Responsiveness, Reliability or
physical location of the restaurant , product Product quality, Physical design and price are
and service quality, physical atmosphere or few of the major independent variables in our
design and pricing etc. All variables have their study.
Responsiveness
Product Quality
Customer
Satisfactio
Physical design
Price
Hypothesis
H1a. The more reliable the service provided H4. The physical design and appearance of
by the restaurant, the greater the level of the restaurant, is positively related with
customer satisfaction. customer satisfaction.
H5: The negative deviation in price, is
Within Responsiveness (service quality) we negatively related with customer satisfaction
can also propose below mentioned hypothesis;
H2. The responsiveness is positively related
with customer satisfaction.
H3: The food quality is positively related with
customer satisfaction.
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Model summary
Model R R Square Adjusted R Square Std. Error of the Estimate
1 .523a 0.274 0.25 0.76936
a. Predictors: (Constant), Design, PRICE, PQ, SQ
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Journal of Asian Business Strategy, 4(1)2014: 18-31
constant in this study but they have their checked in Anova table. The value of F
impact on the concept. Goodness of fit is also statistic shows the overall Fitness in model.
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Journal of Asian Business Strategy, 4(1)2014: 18-31
and memories when they go to buy something restaurants either for meal or for social
(Grewal et al., 1998). So, full service gatherings and as symbol of their prestige and
restaurants should reposition their prices to social status.
take the confidence of customers.
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