Impact of Service Quality On Customer Satisfaction In The Period Of Covid-19 Pandemic: A Study On Restaurant Industry of Pakistan

Abstract

The main objective of this study was to assess the overall level of service quality and customer satisfaction in restaurants of Islamabad in the pandemic of Covid-19 and to investigate the impact of service quality dimensions on customer satisfaction. A conceptual model of service quality dimensions was developed and hypothesized. The major tools used for data collection are, questioners for customers and staff of restaurants in Islamabad The hypotheses were tested with the data collected through structured questionnaires from customers and staff of restaurants in Islamabad. The collected data was analyzed using inferential statistical analysis techniques. The findings of the study show that the service quality of the restaurant of Islamabad is average and customers are satisfied with the service in this Covid-19 pandemic. Based on the finding all service quality dimensions have a significant impact on service quality and customer satisfaction. The study provides the empirical application of the service quality model so that this study contributes restaurants of Islamabad to improve service quality which leads to customer satisfaction. The study concluded that the overall service quality of the restaurant in Islamabad in this pandemic is average good and customers are not satisfied with the services of restaurants. The researcher recommended that restaurants should work hard on all these service quality dimensions to improve their service quality and customer satisfaction of the restaurants.