An Analysis of Customer Services Quality on Basis of Customer Appearance: Evidence from Continental Restaurant Sector of Bahawalpur, Pakistan

Muhammad Mehtab Qureshi


Study conducted to check the impact of customer appearance on SERVQAUAL in the continental restaurant sector of Bahawalpur. The number of respondents’ used for my research is 140. The collection of data was from 10 different departments of Islamia University Bahawalpur including Department of Management Sciences, Engineering, Pharmacy, Computer Sciences, Information Technology, Mathematics, Physics, Education, Chemistry and Department of Media, also gathered responses from the employees of Islmia University Bahawalpur, Employees of different banks at Farid gate Bahawalpur including MCB, UBL, UBank (Micro finance), ABL, HBL and employees of telenor and Warid frenchise. Questionnaire was sub divided in three potions, first one was of Demographics, the second portion consists of 8 items from which 3 items asking about dominant communication style and the remaining five items were about Customer’s dressing. The last section contain the 22 items to measure SERVQUAL from which first four measuring Tangibles, next five of Reliability, next four determining Responsiveness, next four of Assurance amd last five items belongs to Empathy. All the items measured at likert point scale from 1 to 5. Overall model is significant in my study as P<0.05. Research concludes that Customer’s appearance impact on all the five dimensions of SERVQUAL. All the variables making a moderate positive relationship in Pearson’s correlation except two relatinships. One  between Customer’s Dominant communication style and reliability and second between

Customer’s drssing and responsiveness, both of they are committing positive but weak relationship with each other.

Keywords: Dominant Communication Style, Customer’s Dressing, Tangibility, Reliability, Responsiveness, Assurance, Empathy

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