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KMID : 0665420000150010041
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Korean Journal of Food Culture
2000 Volume.15 No. 1 p.41 ~ p.49
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Analysis of the Customer´s Expectation and Satisfaction for Service Quality in Restaurants
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Abstract
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The effort to understand customer is essential and customer satisfaction measurement tool is needed in today´s intensively competitive environment of restaurants. The objectives of this study were to measure customers´ expectation and satisfaction of service quality attributes and to identify relatively important attributes for overall satisfaction in restaurants. The questionnaires were distributed to 232 customers at 78 family-style; pizza and fast food restaurants. Statistical data analysis was completed using SPSS for t-test, ANOVA, factor analysis, Pearson´s correlation and regression analysis. The results of this study were as follows: 1) four and six- dimensional structures were established from 25 expectation and satisfaction attributes, respectively. 2) Demographic variables and usage characteristics didn´t affect on service quality expectation, but expectations were significantly different according to the types of restaurant. 3) Expectation/satisfaction matrix showed different patterns in 3 types of restaurant. 4) ´Quality of food´ and ´atmosphere´ were the most relatively important attributes for overall satisfaction in restaurants.
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