Measuring quality in restaurant operations: an application of the SERVQUAL instrument

Abstract

Definitive conclusions have yet to be made about the criteria by which restaurant patrons assess service quality and how best restaurateurs can improve their service offerings. This study assesses the usefulness and application of the SERVQUAL instrument in measuring and comparing service quality within the fine dining sector of the restaurant industry. It demonstrates how easily and inexpensively the instrument can be used to identify the strengths and weaknesses of individual restaurants' service dimensions so that management can improve weak aspects of service and refine their marketing efforts so that customer expectations are met. The study also offers some insights on the aspects of service which restaurant patrons consider most important.