Measuring Customer Satisfaction When Dining at a Casual Restaurant: An Application of Kisang's Model

  • soomro Dr. Raheem Bux Shah Abdul Latif University
  • Brohi Noor Ahmed, Dr.
  • Memon Khair Muhammad, Dr.
  • Gilal Rehman Gul, Dr.

Abstract

The culinary business is being increased rapidly in Pakistan. Usually, Pakistani consumers prefer to eat meals at homes cooked by female members owing to cultural, social and religious reason. In order to bridge up the gap in existing hospitality literature, the objective of this research manuscript is to find out the relation among dimensions of quality (food quality, service quality and quality of physical environment), customer satisfaction, restaurant image, behavioral intentions and customer perceived value in casual restaurants in Sukkur city. Data for this research study have been collected from customers of restaurants located in Sukkur city through convenience sampling. SPSS (24) and Smart PLS (3.0) versions were used for data analysis. Service quality dimensions of causal restaurant were found important determinants of the restaurant image and customer perceived value followed by physical environment and service quality; whereas, the physical environment quality was not found to be a significant factor of perceived value of customer. Additionally, food quality is measured as an important restaurant’s product. Another outcome of the present study exhibited that quality of physical environment holds a substantial positive effect on restaurant image. The findings indicate quality in food and service is highly important to satisfy customers and make their behavior positive about casual restaurant. Further, as an average temperature remains above 400 in Sukkur city, internal environment of the restaurant is significant as it will affect the mood and perception of customers when they dine in the casual restaurant.

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Published
2020-01-22
How to Cite
DR. RAHEEM BUX, soomro et al. Measuring Customer Satisfaction When Dining at a Casual Restaurant: An Application of Kisang's Model. Sukkur IBA Journal of Management and Business, [S.l.], v. 6, n. 2, p. 1-23, jan. 2020. ISSN 2410-1885. Available at: <http://journal.iba-suk.edu.pk:8089/SIBAJournals/index.php/sijmb/article/view/485>. Date accessed: 04 july 2020. doi: https://doi.org/10.30537/sijmb.v6i2.485.