Do Bangladeshi Restaurants Meet Customers’ Expectations? An Empirical Study on the Perceptions of Customers

Abstract

The gap between customers’ expectations and their perception of delivered service has become the principal indicator for determining and assessing service quality of a service provider. The methodology is known as SERVQUAL scale and provides management with important insights about how well actual service performance meets customers’ expectations. Thus, it is justified to employ the modified scale in the Bangladeshi restaurant industry to see whether delivered service meets, exceeds or falls below customers’ expectations. By administering the modified DINESERV questionnaire to restaurant customers, this study gives information on how customers view the restaurant’s quality and identify where the problems are. The findings will contribute to the development of a service excellence approach that helps identify customers’ requirements (e.g. expectations) and secure performance improvement in restaurant settings. Results may broaden the knowledge of restaurant service quality literature and are suitable for international comparison.