Abstract:
Purpose: The purpose of this study was to explore the significant relationships and impact of
perceived price and perceived quality on the customer behavioral intentions in the restaurant
industry of Islamabad, capital of Pakistan.
Design/Methodology: Survey based approach was adopted with the cross sectional data
collection technique. Final sample size was comprised of 240 respondents (n= 240) including the
students of three different degree levels enrolled in the three renowned universities of the city.
Practical Implications: The service providers will be acknowledged about the comparison
between the importance role of perceived price and perceived quality which can help them to
understand better about how to satisfy their customers’ needs.
Originality: This study subsidizes the literature with the contextual contribution as such studies
regarding the behavioral intentions are still having a big room available for further explorations.
