FACTORS AFFECTING CUSTOMER SATISFACTION: CASE OF FINE DINING RESTAURANTS IN KARACHI

Abstract

Purpose - The purpose of this research is to discover the relationship between restaurant key attributes and customer satisfaction in Fine dining restaurants of Karachi. Design/methodology/approach - Primary data was collected from customers who visited fine dining restaurants in Karachi through online self-administered questionnaire. 430 responses were received out of which 384 were useable. Research was explanatory and quantitative in nature. Data was analyzed using SPSS through reliability, correlation and regression tests. Findings - Findings from the study depicts that there is a significant positive impact of restaurant attributes such as food quality, service quality and atmospheric quality on customer satisfaction. Practical Implications - The result from this study will facilitate policy makers and owners to formulate strategies for improving the weak areas and sustaining the comer stones of fine dining restaurant success. This will also sustain competitive advantage and ensure profitability for restaurants. Limitations - The study is cross sectional in nature where data was analyzed for a specific period of time. Also, this study has assessed restaurant attributes based on three dimensions future research can also focus on more attributes such as restaurant innovation and privacy. Study also lack comparative analysis with different sectors and industries. Recommendations - Fine dining restaurants in Karachi should understand the value of service quality and customer satisfaction and should focus on improving the quality of operational procedures on continuous basis, training of employees should be monitored and customer feedback should be entertained to ensure customer satisfaction.