Avahan: A Journal on Hospitalty and Tourism

Open Access Open Access  Restricted Access Subscription Access
Open Access Open Access Open Access  Restricted Access Restricted Access Subscription Access

Determinants of Customer Satisfaction in Quick Service Restaurants as Predictors of Customer Repurchase Intention Towards Quick Service Restaurants in India


Affiliations
1 Institute of Hotel & Tourism Management, Maharshi Dayanand University, Rohtak, Haryana, India
2 Department of Tourism & Hotel Management, Kurukshetra University, Kurukshetra, Haryana, India
     

   Subscribe/Renew Journal


Restaurant industry in India is facing so many challenges one of them is the ever-growing volume and competitions of foreign brands and Indian brands of restaurant. Excellent service quality offers to customer's results in increase level of satisfaction and revisit of customers and increase profit of the company. The main aim of this study to investigate what determinants of customer satisfaction in quick service restaurants as predictors of customer repurchase intention towards quick service restaurants in India, many foreign origin and Indian origin quick service restaurant chain rapidly increase their outlets in urban and metro cities. Five quick service restaurants chain of Delhi NCR selected such as (Mc Donald's, Dominos, Haldiram's, Bikanerwala and Shreerathnam) on the basis of convenience and data filled by those customers who have availed the services of quick service restaurants for refreshment from one of outlets of each quick service restaurant chains in Delhi NCR . Total customers focused were 150. Thirty customers from each outlet of restaurant were selected those who want to participate in the survey and all questionnaires 150 out of 150 was filled 100 % by customers. Linear regression analysis was applied to analyze data. The results of the study shown that Food quality determinants is most significant factor in customer satisfaction and Individual Attention is least factor in customer satisfaction.

Keywords

Restaurant Customer Satisfaction, Quick Service Restaurant, Food Quality and Customer Intention to Return.
User
Subscription Login to verify subscription
Notifications
Font Size

  • Ahmad, F., Ghazali, H., & Othman, M. (2013). Consumers preference between fast food restaurant and casual dining restaurant: A conceptual paper. In 3rd International Conference on Management (3rd ICM 2013) Proceeding (315-325). www.international-conference.com.my

  • Andaleeb, S. S., & Conway, C. (2006). Customer satisfaction in the restaurant industry: An examination of the transaction-specific model. Journal of Services Marketing, 20(1), 3-11.

  • Barros, M. D., & Freitas, A. L. P. (2007). Service quality in restaurants: an experimental analysis performed in Brazil. International Conference on Industrial Engineering and Operations Management, ICIEOM - CIO 2013 - Valladolid, Spain, 19, 1-13.

  • Bhat, M. A., & Qadir, N. (2013). Tourist satisfaction in kashmir: An empirical assessment. Journal of Business Theory and Practice, 1(1), 152-166.

  • Blesic, I., Cerovic, S., & Dragicevic, V. (2011). Improving the service quality as a socially responsible activity of hotel companies. Amfiteatru Economic, 13(29), 273-286.

  • Brink, A., & Berndt, A. (2008). Relationship Marketing and Customer Relationship Management. Juta & Company Ltd.

  • Brown, A. (2004). Understanding food principles and preparation (2nd ed.). Belmont. Wadsworth.

  • Bucak, P. T. (2014). The effect of service quality on customer satisfaction: A research on hotel businesses. International Journal of Education and Research, 2(1), 1-12.

  • Canny, I. U. (2014). Measuring the mediating role of dining experience attributes on customer satisfaction and its impact on behavioral intentions of casual dining restaurant in Jakarta. International Journal of Innovation, Management and Technology, 5(1), 25-29.

  • Chowa, I. H., Laua, V. P., Lo, T. W., Sha, Z., & Yun, H. (2007). Service quality in restaurant operations in China: decision and experiential-oriented perspectives. International Journal of Hospitality Management, 26(3), 698-710.

  • Christopher, M., Payne, A., & Ballantyne, D. (2002). Relationship marketing: Creating share-holder value. Routledge.

  • Davis, M. M., & Vollmann, T. E. (1990). A framework for relating waiting time and customer satisfaction in a service operation. Journal of Services Marketing, 4(1), 61-69.

  • Dogdubay, M., & Avcikurt, C. (2009). Customer loyalty in the Specialty Restaurants: An example from Istanbul. Article of Professors of Balikesir University, Tourism and Hotel Management School.

  • Eliwa, R. A. (2006). Study of Customer Loyalty and the Image of the Fine Dining Restaurant. (Master Thesis), Oklahoma State University.

  • Franchuk, I. (2012). The Perceptions of Restaurant Guests for Dinner Experience: A Study in Kiev, Ukraine (Doctoral dissertation, Eastern Mediterranean University (EMU)).

  • Gagic, S., Tesanovic, D., & Jovicic, A. (2013). The Vital Components of Restaurant Quality that Affect Guest Satisfaction. TURIZAM, 17(4), 166-176.

  • Giritlioglu, I., Jones, E., & Avcikurt, C. (2014). Measuring food and beverage service quality in spa hotels: A case study in Balıkesir, Turkey. International Journal of Contemporary Hospitality Management, 26(2), 183-204.

  • Guo, M. (2012). Service Experience from Customers’ point of View. An Empirical case study of a Chinese restaurant-Haidilao. (Master Thesis), Aarhus University.

  • Gupta, S., McLaughlin, E., & Gomez, M. (2007). Guest satisfaction and restaurant performance. Cornell Hotel and Restaurant Administration Quarterly, 48(3), 284-298.

  • Haghighi, M., Dorosti, A., Rahnama, A., & Hoseinpour, A.(2012).Evaluation of Factors Affecting Customer Loyalty in the Restaurant Industry. African Journal of Business Management, 6(14), 5039-5046.

  • Hermanus, T. (1997). Service Quality in Sit-Down Restaurants in the Southern Suburbs of Cape Town (Doctoral dissertation, Peninsula Technikon).

  • Hundal, B. S., & Kumar, V. (2015). Assessing the service quality of northern railway by using SERVQUAL Model. Pacific Business Review International, 8(2), 82-88.

  • Hwang, J., & Zhao, J. (2010). Factors influencing customer satisfaction or dissatisfaction in the restaurant business using answer tree methodology. Journal of Quality Assurance in Hospitality & Tourism, 11(2), 93-110.

  • Johns, N., & Tyas, P. (1996). Use of service quality gap theory to differentiate between foodservice outlets. Service Industries Journal, 16(3), 321-346.

  • Jugurnath, B., Nowbutsing, J., & Ramen, M. (2016). The Banking Sector in Mauritius: An Assessment of Service Quality from Customer Perspective. Proceeding of The International Conference On Tourism, Hospitality and Marketing, Ebene-Mauritius, 1-22.

  • Kariru, A. N., & Aloo, C. (2014). Customers perceptions and expectations of service quality in hotels in western tourism circuit, Kenya. Journal of Research in Hospitality, Tourism and Culture, 2(1), 1-12.

  • Kasapila, W. (2006). Young adults’ satisfaction regarding their dining experience in casual dining restaurants in Hatfield, Pretoria. (PhD Thesis) University of Pretoria.

  • Kaur, M. (2013). Service Quality in International Fast Food Chains in Chandigarh-Perception of Customers. International Journal of Applied Research and Studies, 2(7), 1-13.

  • Kivela, J., Reece, J., & Inbakaran, R. (1999b). Consumer research in the restaurant environment. Part 2: Research design and analytical methods. International Journal of Contemporary Hospitality Management, 11(6), 269-286.

  • Kivela, J., Inbakaran, R., & Reece, J. (2000). Consumer research in the restaurant environment. Part 3: analysis, findings and conclusions. International Journal of Contemporary Hospitality Management, 12(1), 13-30.

  • Klassen, K. J., Trybus, E., & Kumar, A. (2005). Planning food services for a campus setting. International Journal of Hospitality Management, 24(4), 579-609.

  • Kotler, P., Armstrong, G., Saunders, J., & Wong, V. (1996). Principles of marketing. European Edition, Hemel Hempstead, Hertfordshire.

  • Kumaran, S. P., Maran, B., & Anbazhagan, B. (2011). A study on restaurant service quality in Chennai. J.M International Journal of Marketing Management, 1(2), 1-8.

  • Markovic, S., Raspor, S., & Segaric, K. (2010). Does Restaurant performance meet ustomers’ expectations? An assessment of restaurant service quality using a modified DINESERV approach. Tourism and Hospitality Management, 16(2), 181-195.

  • Markovic, S., & Raspor Jankovic, S. (2013). Exploring the relationship between service quality and customer satisfaction in Croatian hotel industry. Tourism and Hospitality Management, 19(2), 149-164.

  • Malik, A. S., Jaswal, H. L., Malik, A. S., & Awan, M. T. (2013). Measuring service quality perceptions of the customers of restaurants in Pakistan. International Journal for Quality Research, 7(2), 187-200.

  • Mattila, A. S. (2001). Emotional bonding and restaurant loyalty. Cornell Hotel and Restaurant Administration Quarterly, 42(6), 73-79.

  • McColl-Kennedy, J., & Schneider, U. (2000). Measuring customer satisfaction: why, what and how. Total Quality Management, 11(7), 883-896.

  • Melkis, M., Hilmi, F. M., & Mustafa, Y. (2014) The influence of marital status and age on the perception of fast food consumer in an emerging market. International Journal of Business and Innovation, 1(3), 33-42.

  • Nadzirah, S., Othman, M., Ab Karim, S., & Ghazali, H. (2012). Influence of food service quality on customer satisfaction in the universities of Klang valley, Malaysia: Locals vs. Internationals. TEAM Journal of Hospitality and Tourism, 9(1), 63-75.

  • Namkung, Y., & Jang, S. (2008). Are highly satisfied restaurant customers really different? A quality perception perspective. International Journal of Contemporary Hospitality Management, 20(2), 142-155.

  • Naseem, A., Ejaz, S., & Malik, K. P. (2011). Improvement of hotel service quality: An empirical research in Pakistan. International Journal of Multidisciplinary Sciences and Engineering, 2(5), 52-56.

  • Ng, Y. N. (2005). A study of customer satisfaction, return intention, and word-of-mouth endorsement in university dining facilities (Doctoral dissertation, Oklahoma State University).

  • Oh, H., & Jeong, M. (1996). Improving marketers’ predictive power of customer satisfaction on expectation-based target market levels. Hospitality Research Journal, 19(4), 65-85.

  • Osman, Z. (2013). An empirical study of direct relationship of service quality, customer satisfaction and customer trust on customer loyalty in Malaysian rural tourism. Journal of Tourism, Hospitality & Culinary Arts, 5(1), 125-150.

  • Patricio, V., Leal, R. P., & Pereira, Z. L. (2006). Applicability of SERVQUAL in restaurants: an exploratory study in a Portuguese resort. Enterprise and Work Innovation Studies, No. 2, 127-136.

  • Pettijohn, L. S., Pettijohn, C. E., & Luke, R. H. (1997). An evaluation of fast food restaurant satisfaction: determinants, competitive comparisons and impact on future patronage. Journal of Restaurant & Foodservice Marketing, 2(3), 3-20.

  • Qu, H. (1997). Determinant factors and choice intention for Chinese restaurant dining: a multivariate approach. Journal of Restaurant & Foodservice Marketing, 2(2), 35-49.

  • Ramseook-Munhurrun, P. (2012). Perceived service quality in restaurant services: Evidence from Mauritius.

  • International Journal of Management and Marketing Research, 5(3), 1-14.

  • Rande, W. L. (1995). Introduction to professional food service. New York. John Willey & Sons.

  • Raza, M. A., Siddiquei, A. N., Awan, H. M., & Bukhari, K. (2012). Relationship between service quality, perceived value, satisfaction and revisit intention in hotel industry. Interdisciplinary Journal of Contemporary Research in Business, 4(8), 788-805.

  • Saraiva, M., Cid, M., & Baiao, C. (2011). The degree of customer satisfaction in university restaurants: The case of the University of Evora in Portugal. Proceedings of EDULEARN11 Conference.4-6 July 2011, Barcelona, Spain. 1597-1605.

  • Seyanont, A. (2007). A Comparative Study of the Service Quality of Casual Dining Restaurants in Phuket: Perspective of Thai and International Customers. (PhD Thesis) Oklahoma State University.

  • Shoemaker, S. (1998). A strategic approach to segmentation in university foodservice. Journal of Restaurant & Foodservice Marketing, 3(1), 3-35.

  • Slama, M., & Tashchian, A. (1985). Selected socioeconomic and demographic characteristics associated with purchasing involvement. Journal of Marketing, 49(1), 72-82.

  • Soriano, D. R. (2002). Customers’ expectations factors in restaurants: The situation in Spain. International Journal of Quality & Reliability Management, 19(8/9), 1055-1067.

  • Spears, M. C., & Gregoire, M. B. (2004). Foodservice organizations: A managerial and systems approach (5th ed.). Upper Saddle River, NJ: Pearson Prentice Hall.

  • Sulek, J. M., & Hensley, R. L. (2004). The relative importance of food, atmosphere, and fairness of wait the case of a full-service restaurant. Cornell Hotel and Restaurant Administration Quarterly, 45(3), 235-247.

  • Surapranata, H., & Iskandar, B. P. (2013). Evaluation of customer satisfaction using service quality dimension at d’seuhah Da lada restaurant. Journal of Business and Management, 2(1), 14-28.

  • Stromgren, O. (2007). Analyzing service quality: A study among Peruvian resort hotels. (Master’s Thesis), Lulea University of Technology.

  • Tan, Q., Oriade, A., & Fallon, P. (2014). Service quality and customer satisfaction in Chinese fast food sector: A proposal for CFFRSERV. Advances in Hospitality and Tourism Research, 2(1), 30-53.

  • Tantakasem, P., & Lee, S. M. (2008). Service quality and the customer satisfaction chain in the Thai Retail banking industry. BU Academic Review, 7(1), 98-109.

  • Van Ree, H. J. (2010). Service quality indicators for business support services (PhD Thesis), UCL (University College London).

  • Voon, B. H., Jager, de. J., Chitra, K., Kueh, K., & Jussem, P. M. (2013). Human service matters: a cross-national study in restaurant industry. Asian Journal of Business Research, 3(2), 1-11.

  • Wakefield, K. L., & Blodgett, J. G. (1994). The importance of servicescapes in leisure service settings. Journal of Services Marketing, 8(3), 66-76.

  • Williams, C. & Buswell, J. (2003). Service quality in leisure and tourism. Oxon: CABI Publishing.

  • Yuksel, A., & Yüksel, F. (2002). Market segmentation based on tourists’ dining preferences. Journal of Hospitality & Tourism Research, 26(4), 315-331.

  • Zeithmal, V., Berry, L., & Parasraman, A. (1993). The nature is determinant of customer expectation of service.

  • Journal of the Academy of Marketing Science, 21(1), 1-12.

  • www.dominos.co.in, retrieved on 01/06/2016.

  • www.mcdonaldsindia.com, retrieved on 02/06/2016.

  • www.haldirams.com, retrieved on 12/05/2016.

  • www.bikanervala.com, retrieved on 10/09/2015.

  • www.shreerathnam.com, retrieved on 01/010/2016.

  • www.technopak.com/files/Technopak%20Food%20Services%20Trends%202014.pdf,Technopak (2014), retrieved on 1/12/16.


Abstract Views: 447

PDF Views: 0




  • Determinants of Customer Satisfaction in Quick Service Restaurants as Predictors of Customer Repurchase Intention Towards Quick Service Restaurants in India

Abstract Views: 447  |  PDF Views: 0

Authors

Goldi Puri
Institute of Hotel & Tourism Management, Maharshi Dayanand University, Rohtak, Haryana, India
Mahesh Kumar
Department of Tourism & Hotel Management, Kurukshetra University, Kurukshetra, Haryana, India

Abstract


Restaurant industry in India is facing so many challenges one of them is the ever-growing volume and competitions of foreign brands and Indian brands of restaurant. Excellent service quality offers to customer's results in increase level of satisfaction and revisit of customers and increase profit of the company. The main aim of this study to investigate what determinants of customer satisfaction in quick service restaurants as predictors of customer repurchase intention towards quick service restaurants in India, many foreign origin and Indian origin quick service restaurant chain rapidly increase their outlets in urban and metro cities. Five quick service restaurants chain of Delhi NCR selected such as (Mc Donald's, Dominos, Haldiram's, Bikanerwala and Shreerathnam) on the basis of convenience and data filled by those customers who have availed the services of quick service restaurants for refreshment from one of outlets of each quick service restaurant chains in Delhi NCR . Total customers focused were 150. Thirty customers from each outlet of restaurant were selected those who want to participate in the survey and all questionnaires 150 out of 150 was filled 100 % by customers. Linear regression analysis was applied to analyze data. The results of the study shown that Food quality determinants is most significant factor in customer satisfaction and Individual Attention is least factor in customer satisfaction.

Keywords


Restaurant Customer Satisfaction, Quick Service Restaurant, Food Quality and Customer Intention to Return.

References