Effects of Service Quality and Customer Satisfaction on Repurchase Intention in Restaurants on University of Cape Coast Campus

Mensah, Ishmael and Dei Mensah, Rebecca (2018): Effects of Service Quality and Customer Satisfaction on Repurchase Intention in Restaurants on University of Cape Coast Campus. Published in: Journal of Tourism, Heritage & Services Marketing , Vol. 4, No. 1 (15 May 2018): pp. 27-36.

Abstract

This study sought to examine the effects of service quality and customer satisfaction on the repurchase intentions of customers of restaurants on University of Cape Coast Campus. The survey method was employed involving a convenient sample of 200 customers of 10 restaurants on the University of Cape Coast Campus. A modified DINESERV scale was used to measure customers’ perceived service quality. The results of the study indicate that four factors accounted for 50% of the variance in perceived service quality, namely; responsiveness-assurance, empathy-equity, reliability and tangibles. Service quality was found to have a significant effect on customer satisfaction. Also, both service quality and customer satisfaction had significant effects on repurchase intention. However, customer satisfaction could not moderate the effect of service quality on repurchase intention. This paper adds to the debate on the dimensions of service quality and provides evidence on the effects of service quality and customer satisfaction on repurchase intention in a campus food service context.

• Item Type: MPRA Paper
• Language: English
• Keywords: campus, restaurant, customer satisfaction, repurchase intention, service quality, university
• Subjects: L - Industrial Organization > L8 - Industry Studies: Services > L83 - Sports ; Gambling ; Restaurants ; Recreation ; Tourism; M - Business Administration and Business Economics ; Marketing ; Accounting ; Personnel Economics > M3 - Marketing and Advertising > M31 - Marketing

References

Almanza, B. A., Jaffe, W., Lin, L. (1994). Use of the service attribute matrix to measure con¬sumer satisfaction, Journal of Hospitality & Tourism Research, 17(2), 63-75.

Andaleeb, S. S. & Conway C. (2006). Customer satisfaction in the restaurant industry: an examination of the transaction-specific model, Journal of Services Marketing, 20(1), 3-11.

Andaleeb, S.S. & Caskey, A. (2007). Satisfaction with food services: Insight from a college Cafeteria, Journal of Foodservice Business Research, 10(2), 51-65.

Armor, D.J. (1974). Theta reliability and factor scaling, in H.L.Costner(Ed.), Sociological Methodology (pp.17-50), Jossey –Bass, San Francisco.

Berry, L.L., Zeithaml, V.A. & Parasuraman, A. (1985). Quality counts in services, too, Business Horizons, May-June, pp. 44-52.

Bitner, M. J. (1990). Evaluating service encounters: The effects of physical surroundings and employee responses, Journal of Marketing, 54(2), 69-82.

Bitner, M.J. & Hubbert, A.R. (1994). Encounter satisfaction versus overall satisfaction versus service quality: the consumer’s voice, in Rust, R.T. and Oliver, R.L. (Eds), Service Quality: New Directions in Theory and Practice, Sage Publications, Thousand Oaks, CA.

Bougoure, U. S., & Neu, M. K. (2010). Service quality in the Malaysian fast food industry: An examination using DINESERV, Services Marketing Quarterly, 31(2), 194-212.

Bowden, J. (2009). Customer engagement: A framework for assessing customer brand relationships: The case of the restaurant industry. Journal of Hospitality Marketing & Management, 18, 574–596.

Brady, M.K., & Cronin, J.J. (2001). Some new thoughts on conceptualizing perceived service quality: a hierarchical approach”, Journal of Marketing, 65, 34–49.

Chang, K. (2000). The impact of perceived physical environments on customers’ satisfaction and return intentions, Journal of Professional Services Marketing, 21(2), 75-85.

Chryssoula Chatzigeorgiou, & Ioanna Simeli. (2017). Perception of service quality in agrotourism accommodations: Impact on guest loyalty and re-visit intentions. Journal of Tourism, Heritage & Services Marketing, 3(1), 33–41. http://doi.org/10.5281/zenodo.401375

Chebat, J., & Michon, R. (2003). Impact of ambient odors on mall shoppers’ emotions, cognition, and spending, Journal of Business Research, 56, 529-539.

Chen, W. J., & Chen, M. L. (2014). Factors affecting the hotel's service quality: relationship marketing and corporate image, Journal of hospitality marketing & management, 23(1), 77-96.

Chow, I.H., Lau, V.P., Lo, T.W., Sha, Z. & Yun, H. (2007). Service quality in restaurant operations in China: decision- and experiential-oriented perspectives. International Journal of Hospitality Management, 26(3), 698–710.

Christou, E. (2011). ISTRAŽIVANJE UTJECAJA ZADOVOLJSTVA POSJETITELJA NA VJERNOST ODREĐENOJ DESTINACIJI / Exploring the impact of visitor satisfaction on loyalty towards a specific destination, Acta Turistica, 23(1), 7-25.

Clemes, M. D., Gan, C., & Sriwongrat, C. (2013). Consumers' choice factors of an upscale ethnic restaurant, Journal of Food Products Marketing, 19(5), 413-438.

Cooper, D. R., Schindler, P. S., & Sun, J. (2006). Business Research Methods, McGraw-Hill Irwin, New York.

Crompton, J. L. & Love, L. L. (1995). The predictive validity of alternative approaches to evaluating quality of a festival, Journal of Travel Research, 34(1), 11–25.

Cronin, J.J. & Taylor, S.A. (1992). Measuring service quality: a reexamination and extension, Journal of Marketing, 56, 55-68.

Dabholkar, P. A., Shepherd, C. D., & Thorpe, D. I. (2000), A comprehensive framework for service quality: An investigation of critical conceptual and measurement issues through a longitudinal study, Journal of Retailing, 76(2), 139-173.

Edvardsson, B. (2005). Service quality: Beyond cognitive assessment, Managing Service Quality, 15(2), 127–131.

El-Said, O. A., & Fathy, E. A. (2015). Assessing university students' satisfaction with on-campus cafeteria services. Tourism Management Perspectives, 16, 318-324.

Garg, A. (2014). Mechanic clues vs. humanic clues: Students’ perception towards service quality of fast food restaurants in Taylor's University Campus, Procedia-Social and Behavioral Sciences, 144, 164-175.

Gronroos, C. (2000). Service Management and Marketing, John Wiley & sons Ltd., New Jersey.

Gupta, S., McLaughlin, E. & Gomez, M. (2007). Guest satisfaction and restaurant performance, Cornell Hotel and Restaurant Administration Quaterly, 48(3), 284-298.

Hair, J. F., Black, B., Babin, B., Anderson, R. E. & Tatham, R. L. (2010). Multivariate Data Analysis: A Global Perspective. Pearson Education Inc., New Jersey.

Harrington, R. J., Ottenbacher, M. C., Staggs, A., & Powell, F. A. (2011). Generation Y consumers: Key restaurant attributes affecting positive and negative experiences, Journal of Hospitality & Tourism Research, 36(4), 431-449.

Hong, S. C., & Goo, Y. J. (2004). A causal model of customer loyalty in professional service firms: an empirical study, International Journal of Management, 21(4), 531.

Pedraja Iglesias, M., & Jesus Yagüe Guillén, M. (2004). Perceived quality and price: their impact on the satisfaction of restaurant customers, International Journal of Contemporary Hospitality Management, 16(6), 373-379.

Jain, S.K. & Gupta, G. (2004). Measuring service quality: SERVQUAL vs. SERVPERF scales, VIKALPA, 29(2), 25-37.

Jen, W., & Hu, K.C. (2003). Application of perceived value model to identify factors affecting passenger’ repurchase intentions on city bus: A case of the Taipei metropolitan area, Transportation, 30(3), 307–327.

Jiang, P. J., & Rosenbloom, B. (2005). Customer intention to return online: Price perception, attribute-level performance, and satisfaction unfolding over time, European Journal of Marketing, 39, 150-175.

Jiang, Y., & Wang, C.L. (2006), The impact of affect on service quality and satisfaction: the moderation of service contexts, Journal of Services Marketing, 20(4), 211–218.

Jin, N., Line, N. D., & Goh, B. (2013). Experiential value, relationship quality, and customer loyalty in full-service restaurants: The moderating role of gender, Journal of Hospitality Marketing & Management, 22(7), 679-700.

Johns, N., & Pine, R. (2002). Consumer behavior in the food service industry: a review, International Journal of Hospitality Management, 21, 119–134.

Johnson, M. D., & Fornell, C. (1991). A framework for comparing customer satisfaction across individuals and product categories, Journal of Economic Psychology, 12(2), 267-286.

Josiam, B. M. (2014). Assessing quality of food, service, and customer experience at a restaurant: The case of a student run restaurant in the USA, Journal of Services Research, 14(1), 49-73.

Kaiser, H. F. (1974). An index of factorial simplicity, Psychometrika, 39, 31-36.

Kim, W. G., Ng, C. Y. N. & Kim, Y. S. (2009). Influence of institutional DINESERV on cus¬tomer satisfaction, return intention, and word-of-mouth, International Journal of Hospitality Management, 28(1), 10-17.

Kim, Y.-S., Moreo, P.J., & Yeh, R.J.M. (2004). Customers’ satisfaction factors regarding university food court service, Journal of Foodservice Business Research, 7(4), 97-110,

Kokko, T. (2005). Offering Development in the Restaurant Sector: A Comparison between Customer Perception and Management Beliefs, Unpublished doctoral thesis, Hanken School of Economics, Helsinki, Finland.

Kotler, P. (2003). Marketing Management, (11th ed.). Prentice Hall Pearson Education International Inc., New Jersey.

Kwabena, S. A., Brew, Y., & Addae-Boateng, S. (2013). Service quality among selected ‘Chop Bar’(local restaurants) operators in Koforidua, Eastern Region, Ghana, European Journal of Business and Management, 5(19), 49-61.

Kwun, D. J. W. (2011). Effects of campus foodservice attributes on perceived value, satisfaction, and consumer attitude: A gender-difference approach, International Journal of Hospitality Management, 30(2), 252-261.

Ladhari, R., Brun, I., & Morales, M. (2008). Determinants of dining satisfaction and postdining behavioral intentions, International Journal of Hospitality Management, 27(2), 563–573.

Lee, H., Lee, Y., & Yoo, D. (2000). The determinants of perceived service quality and its relationship with satisfaction, Journal of Services Marketing, 14, 217-231.

Lehtinen, U. & Lehtinen, J.R. (1991). Two approaches to service quality dimensions, The Service Industries Journal, 11(3), 287-285.

Lenka, U., Suar, D., & Mohapatra, P. K. (2009). Service quality, customer satisfaction, and customer loyalty in Indian commercial banks, The Journal of Entrepreneurship, 18(1), 47–64.

Liu, Y., & Jang, S. (2009). Perceptions of Chinese restaurants in the U. S.: What affects customer satisfaction and behavioral intention? International Journal of Hospitality Management, 28(3), 338–348.

Emily (Jintao) Ma, Bob Duan, Lavender (Mengya) Shu, & Charles Arcodia. (2017). Chinese visitors at Australia wineries: Preferences, motivations, and barriers. Journal of Tourism, Heritage & Services Marketing, 3(1), 3–8. http://doi.org/10.5281/zenodo.401062

Markovic, S., Raspor, S., & Šegaric, K. (2010). Does restaurant performance meet customers’ expectations? An assessment of restaurant service quality using a modified Dineserv approach, Tourism & Hospitality Management, 16(2), 181-195.

Marco Martins. (2016). Gastronomic tourism and the creative economy. Journal of Tourism, Heritage & Services Marketing, 2(2), 33–37. http://doi.org/10.5281/zenodo.376346

Mattila, A. S. (2001). Emotional bonding and restaurant loyalty, Cornell Hotel and Restaurant Administration Quarterly, 42(6), 73-79.

Mensah, I. (2009). Customers’ perception of food service quality, the case of Cape Coast, Journal of Business and Enterprise Development, 1(1), 138-154.

Namkung, Y., & Jang, S. (2007). Does food quality really matter in restaurants? Its impact on customer satisfaction and behavioral intentions, Journal of Hospitality & Tourism Research, 31(3), 387-409.

National Restaurant Association. (2009). Restaurant Industry – Facts at a Glance. Retrieved from www.restaurant.org/research/ind_glance.cfm

Nella, A. & Christou, E. (2014) Linking Service Quality at the Cellar Door with Brand Equity Building, Journal of Hospitality Marketing & Management, 23(7), 699-721, DOI: 10.1080/19368623.2014.891959

Ng, Y. N. (2005). A study of Customer Satisfaction, Return Intention and words-of-Mouth Endorsement in University Dining Facilities. Unpublished master’s thesis, Oklahoma State University, Stillwater, Oklahoma.

Nunnally, J. C. (1978), Psychometric Theory (2nd ed.), McGraw-Hill, New York.

Nunnally, J. C., & Bernstein, I. H. (1994), Psychological Theory, McGraw-Hill, New York.

Oh, H. (1999). Service quality, customer satisfaction, and customer value: A holistic perspective, International Journal of Hospitality Management, 18, 67-82.

Oliver, R. L. (1981), Measurement and evaluation of satisfaction processes in retail settings, Journal of Retailing, 57(3), 25-48.

Oyewole, P. (2013). The role of frequency of patronage and service quality of all-you-can-eat buffet restaurant: A perspective of socio-economic and demographic characteristics of African American consumers. International Journal of Hospitality Management, 34, 202-213.

Parasuraman, A., Berry, L.L., & Zeithaml, V.A. (1991). Refinement and reassessment of the SERVQUAL scale, Journal of Retailing, 67(4), 420–450.

Parasuraman, A., Zeithaml, V. A. & Berry, L. L. (1988). SERVQUAL: A multiple-item scale for measuring consumer perceptions of service quality, Journal of Retailing, 64(1), 14- 40.

Ruetzler, T. (2008). Food, beverage, and service quality: Does culture impact satisfaction with University Food Services?, Journal of Culinary Science & Technology, 6(4), 308-324.

Ryu, K., & Jang, S. (2008). DINESCAPE: A scale for customers' perception of dining environments, Journal of Foodservice Business Research, 11(1), 2-22.

Anastasia Spyridou. (2017). Perceived Service Quality and Customer Revisiting Intention: The Case of "all you can eat" Asian Restaurants in Southern Taiwan. Journal of Tourism, Heritage & Services Marketing, 3(2), 30–38. http://doi.org/10.5281/zenodo.1209129

Stevens, P. (1995). DINESERV: a tool for measuring service quality in restaurants, Cornell Hotel & Restaurant Administration Quarterly, 36(2), 56-60.

Ting, D. (2004). Service quality and satisfaction perceptions: curvilinear and interaction effect, International Journal of Bank Marketing, 22(6), 407-420.

Xi, L. & Shuai, Z. (2009). Investigation of customer satisfaction in student food service, an example of student cafeteria in NHH, International Journal of Quality and Service Sciences, 1(1), 113-124.

Zeithaml, V. A., & Bitner, M. J. (2003). Service Marketing: Integrating Customer Focus Across the Firm (3rd ed.), McGraw-Hill/Irwin.