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Factors Affecting Customer Satisfaction in Restaurant Services: A Study on Rangpur Region, Bangladesh

Author

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  • Shain Hasnat Riva

    (Department of Marketing, Begum Rokeya University, Rangpur, Bangladesh)

Abstract

With an emphasis on the SERVQUAL dimensions (tangibility, responsiveness, reliability, assurance, and empathy), this study attempts to investigate the variables affecting customer satisfaction in the restaurant business. Using a quantitative approach, data were collected through surveys from 200 clients of various restaurants. The results reveal that empathy has the most significant impact on customer satisfaction, followed by tangibility, while assurance was found to have a minimal effect. These results suggest that restaurants should prioritize empathetic service to enhance customer experiences. However, the findings' generalizability is constrained by the study's sample size and focus. The research highlights the importance of improving service quality through customer-centered strategies and provides actionable insights for restaurant managers. The originality of this study lies in its focus on the SERVQUAL dimensions in the context of the restaurant industry, an area that has received limited attention in recent research.

Suggested Citation

  • Shain Hasnat Riva, 2025. "Factors Affecting Customer Satisfaction in Restaurant Services: A Study on Rangpur Region, Bangladesh," International Journal of Science and Business, IJSAB International, vol. 44(1), pages 75-90.
    • Handle: RePEc:aif:journl:v:44:y:2025:i:1:p:75-90
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