Comparative study of the service quality of casual dining restaurants in Phuket: Perspective of Thai and international customers

Abstract

Scope and Method of Study: The purpose of the study was to determine which attributes of service quality (SERVQUAL) influenced customer's satisfaction of casual dining restaurants in Phuket. The researcher examined the relationships between customer satisfaction and customer loyalty (word-of-mouth endorsements and repurchase intention). Additionally, this study was also designed to measure levels of service quality based on a) gender, b) age, c) dining frequency, and d) per capita expenditures for each meal.

Findings and Conclusions: The results of this research indicated that service quality factors scales and customer loyalty scales measures were reliable Cronbach's alpha greater than 0.60 had a high reliability. As a result of principal component analysis (factor analysis) using the varimax rotation identified four underlying service quality factors in casual dining restaurants. These four service quality factors were 1) Personnel and Customers' Relationship, 2) Environment Service Provider, 3) Service Providers' Attitude and Competencies, and 4) Service Providers' Initiative in Guest's Service. The findings of this study indicated that the service quality factors had a positive impact on overall customer satisfaction. In turn, customer satisfaction is likely to increase customer loyalty (word-of-mouth endorsements and repurchase intention) in casual dining restaurants environment. The results showed that Thai casual dining restaurant had a higher significance difference than Japanese, Italian, and Mediterranean casual dining restaurants in overall service quality.