ABSTRACT:
In the present scenario where the foody individual are increasing day by day. Individuals are more prone to take food from different restaurant rather than eating from home. The present research paper is to identify what are the various factors influence the service quality of the restaurant. To identify the most important and least important factors which affect the service quality of individual restaurant. The research design of this paper is descriptive in nature. The sample size to collect primary data is 50. All the 5 Dimension i.e RATER reliability, assurance, tangibility, empathy and responsiveness are studied with reference to the service quality of the restaurant in Raipur city. The most important factors identified are quality of food in the restaurant, cleanliness of the table and price of the food all these three are most preferable factors an individual can see which using or selecting the restaurant. The least important factors are interior decoration and design, convenient parking place outside the restaurant and easy access to some facilities like napkin/tissue paper, salt, ketchup bottle etc. these are not so much important for an individual person while using the restaurant service. So we can say that prize and quality an individual person see first in selecting the restaurant, it means every individual person see first in selecting the restaurant, it means every individual want good quality of food at minimum price, it act as a big challenge for all the restaurant, those who provide the above things build the service quality and those who fail to provide the above cannot build the service quality of the restaurant. The restaurant who provide the quality service to the customer, build the customer loyalty and customer relationship. The customer loyalty help the restaurant to combat the challenges of the competition this is turn develop the brand loyalty.