Measuring Customer Satisfaction w.r.t Restaurant Industry in Bahawalpur

Abstract

Purpose of the study

The purpose of the study is to determine the factors that explain customer satisfaction in the restaurant industry in Bahawalpur.

Methodology

Structured questionnaire technique was used to determine the customer satisfaction. Data was gathered through snowball sampling and the model is tested. SPSS software analysis is used to determine the means and results are interpreted.

Findings

The average means of various restaurants in all five SERQUAL dimension suggested that which restaurant is more reliable, responsive, empathetic, assured and full of tangibles in the Bahawalpur Restaurant Industry.

Limitations and Implications

The research was conducted in particular geographical area. The findings help managers to invest their resources more efficiently, making changes to crucial quality attribute that elicit the customer satisfaction level.

Keywords: SERVQUAL Dimensions, Satisfaction, Quality, Price