MEASURING SERVICE QUALITY PERCEPTIONS OF THE CUSTOMERS OF RESTAURANTS IN PAKISTAN

This study aims to descriptively analyze different service quality attributes and ranking of services in renowned and successful restaurants. A sample of 407 customers of 10 reputed restaurants was gathered, operating in vicinity of twin cities of Islamabad and Rawalpindi of Pakistan, using abilingual survey instrument to measure service quality perceptions of customers.Five service quality attributes of restaurant staff, tips, tangibles, convenience, and food quality were used and their relationship with overall satisfaction was measured. Besides, key reasons to visit a restaurant were also inquired. Majority of the participants was comprised of private sector employees and students. Results of current study will be beneficial for the restaurants' managers in knowing customers evaluations and formulating future strategies accordingly.