Service Quality and Satisfaction in the Context of Varying Levels of Restaurant Image and Customer Orientation during the COVID-19 Pandemic

Abstract

Extant hospitality literature has tended to view the dimensions of service quality as primarily complementary or differential in nature. However, studies of the similarities and differences between the two types of service quality have been limited. This study investigates how restaurant image and customer orientation affect the relative importance of both process and outcome service quality in customer satisfaction, focusing on restaurants during the COVID-19 pandemic. Using a moderated moderation process and macro-based approach (M = 3), our findings show that process service quality impacts restaurant satisfaction; however, they also reveal that outcome service quality has a stronger main effect on restaurant satisfaction than process service quality. In particular, the findings show that the negative impact of the relationship between process (or outcome) service quality and restaurant image on restaurant satisfaction is insignificant when customer orientation is low. On the other hand, the same relationship has an even stronger positive effect on restaurant satisfaction when customer orientation is high. These findings have implications for restaurants’ efforts to develop and improve service quality, and bolster customer orientation, helping them identify more effective strategic approaches during and after the COVID-19 pandemic.

Customer satisfaction with Restaurants Service Quality during COVID-19 outbreak: A two-stage methodology

“…The physical environment has been divided into sub-dimensions, including ambient conditions, facility aesthetics, the interior, exterior and other important tangible factors [ 92 ], spatial layout, seating comfort, view, location, occasions and noise level [ 93 ], elements such as service facilities, equipment, cleanliness and transportation [ 94 ] and physical appearance [ 15 , 75 , 85 , 91 , [95] , [96] , [97] , [98] , [99] ]. Outcome quality: Outcome quality is the technical quality as evaluated during service delivery [ 78 ], which determines customers' perception of service quality [ 100 ]. Service attributes determine a customer's overall experience [ 101 ] and, considering the restaurant context, have been measured via factors regarding the food and the menu [ 84 , 102 ].…”

“…Outcome quality: Outcome quality is the technical quality as evaluated during service delivery [ 78 ], which determines customers' perception of service quality [ 100 ]. Service attributes determine a customer's overall experience [ 101 ] and, considering the restaurant context, have been measured via factors regarding the food and the menu [ 84 , 102 ].…”

The role of operational innovation and external environment on the relationship between service quality and marketing performance in the hotel business

“…Additionally, external environment positively affects marketing performance (Ziyadat, 2019). Service quality positively affects marketing performance as well, but poor service quality has an adverse impact on marketing performance (Pan & Ha, 2021). This implies an unpredictable relationship between service quality and marketing performance.…”

“…The implementation of business strategies and effective quality strategies involving service quality and reputation could also increase marketing performance (Al-Habil et al, 2017). Meanwhile, it was found that the relationship status between marketing performance and service quality was inconsistent because previous studies found negative and positive relationships between them (Pan & Ha, 2021;Bowie et al, 2016). Hence, this relationship needs to be improved by applying some factors such as operational innovation and external environment (Yadav & Singh, 2014).…”

Service Blueprinting to Enhance Restaurant’s Service Process

“…Service quality will affect customer satisfaction in restaurant industries more than other factors such as price and food quality (Andaleeb & Conway, 2006). Customers prioritize restaurant services that are head-on and associated with their satisfaction (Pan & Ha, 2021). Satisfied customers of a restaurant will come up with high loyalty by visiting often and recommending to others to bring in new customers.…”