Assessment of customer expectations and perception in fast-casual restaurants

The present study aims to revamp and supplement service quality research in the fast-casual restaurant segment by measuring the 'gap' between the customer expectations and perceptions of service quality of Vapiano, one of the leading European fast-casual restaurants chains. Data were collected online from 215 restaurant patrons in Bosnia and Herzegovina and analysed using confirmatory factor analysis and the gap score analysis. The T-test for the gap between the total perceived and expected value of service quality is statistically significant, with a probability of 10%, indicating that customers still see substantial differences between what they expect in terms of overall service quality of fast-casual restaurants and what they experience dining out in that type of restaurants. The highest expectations and perceptions are related to tangibles and assurance, indicating that these two factors are crucial in attracting and retaining restaurant patrons. From a management perspective, the findings of this research will assist restaurant managers in better understanding the critical role that restaurant service quality plays as a marketing strategy for achieving higher customer satisfaction and retention.