Factors Affecting Customer Satisfaction in Restaurant Services – A Case Study on Rangpur and Bogura City, Bangladesh

Abstract

Restaurant industry is becoming very popular industry in Bangladesh day by day. For sustaining in this industry, customer satisfaction is very essential. The goal of this research is to examine and find out factors that affect customer satisfaction in the restaurant services in Bangladesh. For the purpose of this study, both primary and secondary data has been collected. Data has been collected from the 520 respondents who are the customers of different restaurants located in Rangpur and Bogura City of Bangladesh. The research design is quantitative and descriptive in nature. Data are analyzed by using SPSS software and multiple regression analysis is used for this purpose. From the result of this study it is found that the factors- service quality, food quality, food variety, price, waiting time, availability, hygiene quality, cleanliness, environment, interior design and decor, staff’s service, appearance of the staff, employee’s knowledge and location of the restaurants are strongly related with the satisfaction on restaurant services. Among them waiting time for the food, cleanliness of the restaurant, availability of the food, interior design and décor, appearance of the staff and location of the restaurant affect significantly on customer satisfaction. The average mean value of these factors is 3.66. Price has lowest mean value that is 2.88 and location has the highest mean value which is 4.18 that means most of the respondents are satisfied of the location of the restaurant and dissatisfied with the price of the foods. For increasing the satisfaction level of the customers towards restaurant services, these factors should be considered. So the findings from this research are valuable to develop strategic management plans for restaurant industry.

Keywords: Customer Satisfaction, Restaurant services, Bangladesh

DOI: 10.7176/JMCR/64-01

Publication date: January 31^st 2020