Customer expectations measurement in the restaurant industry: application of DINESERV scale

The importance of service quality and service quality measurement have been recognized in most service industries. This research aims to contribute to the knowledge of expected service quality in restaurant settings. The purpose of the research is to explore customers’ expectations in restaurants in Croatia, based on dimensions of DINESERV scale. Data were collected using a self-administered questionnaire. A questionnaire is designed in accordance with Stevens et al. (1995) and Andaleeb and Conway (2006) research. Data analysis is based on 156 valid questionnaires. Descriptive statistics analysis was used to evaluate service quality expectations of restaurant customers. Exploratory factor analysis was conducted in order to determine factors that explain customers’ expectations of restaurant service quality. Furthermore, the reliability analysis was performed to test the reliability of the scale and inner consistency of extracted factors. This study identified seven factors that best explain customers’ expectations regarding restaurant service, namely “cleanliness and appearance of facilities and staff”, “assurance”, “individual attention”, “satisfaction and loyalty”, “basic demands”, “responsiveness” and “reliability”. The findings can be used as a guide for restaurant managers to improve crucial quality attributes and enhance service quality and business performance.