3.3) Service Quality
One of the most important findings of Parasuraman, Zeithaml and Berry (1994) is that quality of service can be assessed by comparing customer expectations with their perception of the actual service experience. That is, quality of service is the result of differences between service expectations and customer perceptions of actual service performance (Naik, Gantasala, & Prabhakar, 2010; Ye?ilada & Direkt?r, 2010). Izogo and Ogba (2015) believe that quality of service can increase customer satisfaction and loyalty through a variety of factors.
They added that SERVQUAL is one of the best indicators of service quality.
According to Parasuraman, Berry and Zeithaml (1991, p. 338), tangibles refer to the appearance of physical facilities, equipment, personnel, and communication materials. Reliability is the ability to reliably and accurately execute a committed service. Responsiveness represents the willingness to help customers and deliver services. Ensuring knowledge and courtesy on behalf of employees and the ability to inspire trust and confidence. Finally, empathy and company care for their customers, personalized attention.
Malik (2012) measured the gap between customer service expectations and service perceptions associated with services offered by four service industries (banking, transportation, express and telecommunications) and examined their impact on satisfaction. His findings confirm that service quality has a positive impact on customer satisfaction. Ahmed and others. (2010) found a significant and positive relationship between service quality (tangible assets, reliability, responsiveness and assurance) and customer satisfaction. In their research, empathy showed a significant but negative relationship with customer satisfaction.
Naik, Gantasala, and Prabhakar (2010) use SERVQUAL to analyze the gap between retail customers’ expectations and perceptions to explore factors that influence their satisfaction.
Their results show that service quality has a positive and important impact on customer satisfaction. Therefore, we propose the following assumptions:
Hypothesis 1: The quality of service dimension has a positive impact on customer satisfaction.
In addition, since food quality is one of the most important determinants of customer satisfaction in the food and beverage industry, we have the following assumptions:
Hypothesis 2: Food quality has a positive impact on customer satisfaction
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