Customer satisfaction and behavioral intentions of customers in fine dining restaurants of twin cities of Pakistan

Abstract

The aim of this study was to analyze relationship between the key attributes of the restaurant, customer satisfaction and the behavioral intentions. The research was intended to find the customers’ perception about the perceived importance and performance when selecting any restaurant with fine dining in Islamabad or Rawalpindi. Also to understand the vital attributes which influence the satisfaction and behavioral intention of the customers. Lastly to understand that either customer satisfaction does effect the behavioral intention with the help of using perceived quality attributes or not. The significance of the research is that it will help the restaurant managers to be able to understand the preference of customers, and also understanding the weaker or stronger factors of the perceived quality. It will also help the managers to understand the factors which do contribute towards the satisfaction of customers and their behavioral intention after dining. This will help them to develop as well as maintain a very long term relation with their customers. This research was important because in the previous literatures the researchers have not specifically tried to understand the relationship between attributes and customers’ satisfaction as well behavioral intention in the twin cities. The data was collected from the sample of 215 customers which have visited the restaurants and have the dining experience in any fine dining restaurant of Islamabad and/or Rawalpindi. The self-administered questionnaire was used to collect the data. The data have been analyzed with the help of regression analysis by using SPSS software. The outcomes of the study were that there is a positive relationship between perceived quality attributes and behavioral intentions. There is a positive relationship between perceived quality attributes and customer satisfaction. There is a positive relationship between customer satisfaction and behavioral intentions. And customer satisfaction mediates the relationship between behavioral intentions and perceived quality attributes. The results indicates that in order to achieve customer satisfaction the restaurants needs to give good quality of food, services, atmosphere and other attributes. And after achieving the customer satisfaction the restaurants will be able to create the positive post dining behavioral intention of customers