Analysing the expectation vs. satisfaction gaps and prioritising dimensions of service quality for middle-class restaurant sector

Muhammad Yunis, Mohammed Yusof and Islam, Rafikul and Razali, Siti Salwani and E. Azam, Md. Siddique (2026) Analysing the expectation vs. satisfaction gaps and prioritising dimensions of service quality for middle-class restaurant sector. International Journal of Services and Operations Management, 53 (4). pp. 473-495. ISSN 1744-2370 E-ISSN 1744-2389

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Abstract

Service quality plays an important role in ensuring customer satisfaction and hence attaining competitive advantage for restaurant business. To bridge literature gap, this study prioritises SERVQUAL dimensions for middle-class restaurants in Malaysia and also investigates customer service quality perceptions and gaps. Data collection included 222 customers for performing gap analysis and 30 respondents for prioritisation of SERVQUAL dimensions. Analytic hierarchy process, descriptive analysis, ANOVA, and t-tests were used for data analysis. Results revealed the largest gap in reliability, while tangibles and assurance had the smallest gaps. No significant SERVQUAL gap differences were found among customer groups based on demographics. Responsiveness was ranked as the most important SERVQUAL dimension, followed by reliability with tangibles and empathy ranked lower. The results provide guidelines to the managers of middle-class restaurants to design their restaurants and enhance delivery of services. In particular, managers should prioritise creating a welcoming atmosphere through staff training, inclusive language, and supportive policies.

Item Type:	Article (Journal)
Uncontrolled Keywords:	service quality, SERVQUAL gap, customer perception, middle-class restaurants, analytic hierarchy process, AHP, customer satisfaction
Subjects:	H Social Sciences > HF Commerce > HF5001 Business. Business Administration
Kulliyyahs/Centres/Divisions/Institutes (Can select more than one option. Press CONTROL button):	International Institute for Halal Research and Training (INHART) Kulliyyah of Economics and Management Sciences > Department of Business Administration
Depositing User:	Dr Siti Salwani Razali
Date Deposited:	30 Apr 2026 16:34
Last Modified:	30 Apr 2026 16:34
Queue Number:	2026-04-Q3112
URI:	http://irep.iium.edu.my/id/eprint/128715

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