SERVICE QUALITY AND CUSTOMER SATISFACTION IN RESTAURANT SERVICES: AN EMPIRICAL STUDY OF DELHI NCR

DOI: https://doi.org/10.5281/zenodo.20149993

Authors:

Dr. Ajay Gangele, Dr. Shagun Sharma, Dr. Nishtha Ujjawal

Keywords:

Service Marketing, Restaurant Services, Service Quality, Customer Satisfaction

Abstract:

The expansion of the restaurant business in the urban areas has led to stiff competition and service marketing has become a key success factor. This research paper will focus on the practice of service marketing of restaurant services in the Delhi NCR area with particular emphasis laid on the way customers perceive service quality and how it affects their level of customer satisfaction and loyalty. The main research aims include determining the customer perceptions of important service quality dimensions, the service marketing elements that drive customer satisfaction and the recommendations on how the service can be enhanced through better service delivery. The structured questionnaire used in the study based on SERVQUAL framework and including such aspects as tangibles, reliability, responsiveness, assurance, and empathy is used on the sample of 50 restaurant customers. The data were interpreted by means of descriptive and correlation analyses. These results have shown that empathy and responsiveness are the most significant service aspects that influence customer satisfaction and then reliability and tangibles. The research has practical implications to restaurant marketers in Delhi NCR to optimize customer experience and customer satisfaction and customer repeat patronage by undertaking specific service quality improvement.

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