Does restaurant performance meet customers' expectations? An assessment of restaurant service quality using a modified DINESERV approach

The purpose of this study is to determine restaurant service quality. The aims are to: (a) assess customers’ expectations and perceptions, (b) establish the significance of difference between perceived and expected service quality, (c) identify the number of dimensions for expectations and perceptions scales of modified DINESERV model, (d) test the reliability of the applied DINESERV model. The empirical research was conducted using primary data. The questionnaire is based on Stevens et al. (1995) and Andaleeb and Conway’s (2006) research. In order to meet survey goals, descriptive, bivariate and multivariate (exploratory factor analysis and reliability analysis) statistical analyses were conducted. The empirical results show that expectations scores are higher than perceptions scores, which indicate low level of service quality. Furthermore, this study identified seven factors that best explain customers’ expectations and two factors that best explain customers’ perceptions regarding restaurant service. The results of this study would help management identify the strengths and weaknesses of service quality and implement an effective strategy to meet the customers’ expectations.