| Abstract |
Delivering excellence in every facet of restaurant services is achieved by providing high levels of sustained service quality (SQ) It is all about understanding and delivering what thc customers want at the service outlet. SQ is a measure of the customer's perception that influences customer satisfaction that in turn influences their behavioral intentions. It is worth mentioning that higher levels of SQ results in increased number of customers patronizing the restaurant. Customers who encounter superior SQ levels are satisfied, and they show their appreciation by spreading a positive word of mouth reference and frequent visits to the restaurant. In the present era, the restaurant business has a lot to do with customer experience duo to its intangible characteristic. Sometimes, a memorable experience takes precedence over the tangible aspects of the services offered. It is also a key to retaining and bringing back customers frequently to the restaurant. The restaurant theme, cuisine, or food taste may not be the only reasons for these phenomena, as these are observable and imitable. However, SQ aspects are generally difficult to copy. SQ encompasses factors such as, providing an ambient environment, decor, staff responsiveness, empathy, etc. SQ is what the restaurant can provide to its customers based on their own understanding of customer needs. However, thc quality of customer experience is the judgment of the restaurant patrons, which is based on their measurement of SQ. In other words, it is about building exceptionally positive perceptions in the minds of the customers, based on both tangible and intangibles service perceptions. |