Measuring Perceived Service Quality Using SERVQUAL Method: A Study on Selected Restaurants in Dhaka City

Abstract

In Bangladesh restaurant business is becoming popular day by day with the presence of world class restaurant chains. As a result, there grows an increased interest to measure the service quality of those restaurants. This study investigates the perceived service quality of different restaurants in Dhaka south city. A structured questionnaire of 22 items developed by Parasuraman et al. (1988) of the SERVQUAL model proposing a five-dimensional construct of perceived service quality - tangibles, reliability, responsiveness, assurance and empathy -was used to measure the perception of customers regarding the service quality of different restaurants. Based on the responses it was found that tangibility and reliability of the restaurants satisfied the customers whereas the rest of the factors, responsiveness, assurance and empathy failed and needs to pay attention for improvement.