Savouring Satisfaction: Effect of Service Quality, Perceived Value, and Word of Mouth on Dining Experiences

Abstract

This study is conducted to propose a design of a cohesive research model that can scrutinize the combined effect of all three rudiments of restaurant service quality extents, i.e., physical environment, service, and food, on customer satisfaction with complete mediation of customer perceived value and moderation of customer word-of-mouth. A structured questionnaire was used to collect data from 305 diners of 6 full-service upscale restaurants in Karachi. The dining experience they shared becomes the basis for testing the research question using SPSS. The mediation test shows that restaurant service quality and customer perceived value were significant factors of customer word-of-mouth intentions, with full mediation of customer perceived value. Results also suggest that Word of Mouth does not mediate between consumer perceived value and customer satisfaction in the restaurant industry. This new model and comprehensive research findings will play a vital role in understanding and explaining complex relationships among all such variables, like restaurant service quality, perceived service value, customer satisfaction, and word-of-mouth intentions in the vast industry of restaurants.