The Influence of Service Quality and Price on Customer Satisfaction: An Empirical Study on Restaurant Services in Khulna Division

Abstract

One of the vital needs of increasing population in our country is food. There are a few number of restaurant goers to meet the necessity of food. Most of the people in our country occasionally go to the restaurant to enjoy ethnic and some of western food items. The main purpose of this study is to identify some key drivers of customer satisfaction on restaurant services. The study covers the opinion of restaurant goers in Khulna region. This research is based on empirical study. Primarily, researchers contacted with 450 customers for their valuable opinion regarding restaurant services. But, 246 customers gave their spontaneous response in this regard. Chi-square test has been applied for testing hypothesizes by using SPSS software. This study aims to link some factors of service quality and price fairness of restaurant with the customers’ satisfaction. The researchers find out that customers of restaurant have negative impression about product and service quality fairness, price fairness, staff’s service, environment of the restaurant, image of the restaurant and loyalty of the restaurant. The researchers suggest emphasizing on those critical issues to attract new customers and retain existing customers.

Keywords: Customer Satisfaction, Customer Loyalty, Service Quality