The Effect of Service Quality on Customer Satisfaction and Loyal in the Restaurant Sector.

Abstract

This study examined the effect of service quality on customer satisfaction and loyalty in the restaurant sector. Convenience sampling method was used to select 152 respondents and two restaurants located in Accra, the capital city of Ghana. Statistical Package for Social Science (SPSS) was used to analyse the data. The study revealed that all the service quality dimensions (reliability, assurance, empathy, tangibility and responsiveness) have a strong influence on customer satisfaction. When customers are satisfied with quality of services, they will be loyal. Among the service quality dimensions, assurance had the strongest influence on customer satisfaction, followed by empathy. This study therefore recommends that service providers in the restaurant sector periodically train their employees on good customer relationship management in order to deliver quality restaurant services to delight customers.