Impacts of the Attributes of Service Quality on Customer Satisfaction and the Interrelationship among Service Quality, Customer Satisfaction and Customer Loyalty: A Study of Casual Dining Restaurants of Ranchi

The primary objective of this study is to identify the impact of the attributes service quality on customer satisfaction and to find out the relationship between service quality, customer satisfaction and customer loyalty in the casual dining restaurant of Ranchi, Jharkhand. In the restaurant sector of Jharkhand, there is a lack of focus in service quality, customer satisfaction and loyalty marketing. The concept of service quality, customer satisfaction and loyalty is in primitive stage in this sector of Jharkhand. A review of literature was conducted to find out the relationship among service quality, customer satisfaction and customer loyalty. The review of the literature confirms this relationship. A survey was conducted among customers of the quality restaurants in Ranchi. A total of 220 questionnaires were distributed and 148 usable questionnaires were returned. The result indicates that there is a strong positive relationship between tangibles and customer satisfaction, between reliability and customer satisfaction, between assurance and customer satisfaction, between empathy and customer satisfaction and weak positive relationship between responsiveness and customer satisfaction in the casual dining restaurants of Ranchi. There is a strong positive relationship between customer satisfaction and customer loyalty in the casual dining restaurants of Ranchi.