INTRODUCTION:

In the back history when we saw in year 1985 parasuraman et as develop a very famous model SERVQUAL. This model basically deals with the deeper understanding of service quality. The customer perception and customer expectation are explained. Between this two Dimension of customer fine gaps are identified.

They are knowledge gap, policy gap, delivery gap, communication gap, and customer gap. The reason behind this gap should be identified in the present study and how can we minimize this gap should be recommended. The 5 gaps are studied deeply. The parasuraman et al also studied and give the fine dimension of service quality by there model known as RATER i.e reliability, assurance, tangibility, empathy and responsiveness.

As the life style of an individual person changes in the previous time people goes less to take food outside the house, they only prefer the hand made house food for there need, but in the present time people are more prone to consume the food outside the house in various restaurant. By this change in demand of the consumer to the restaurant service, so it is the need to analyze the service quality day by day the number of Restaurant are increasing and the competition among various restaurant are also increasing. So it is necessary for all the restaurant to provide quality service to their customer. So that the customer loyalty increases in turn help to increase profit of the restaurant.

Every restaurant made various efforts to maintain its service quality and try to provide good quality of service to the customer in terms the customer relationship and loyalty develop in the restaurant. In delivery of service there is always a gap between customer expectation and customer perception. Every restaurant Try to minimize the gap so that customer get satisfied.

Every restaurant Try to provide the quality food in the restaurant because quality food is the most important factor every individual Give maximum importance so that restaurant also take care of the quality of food, so that the service quality of the restaurant can be increased.

LITERATURE REVIEW:

1. Saneva Dushica and Chortoseva Sonja (2018) studied service quality in restaurants: Customer’s expectation and customer’s perception. SAR journal, In this research it is found that the overall servqual score is negative. The expectation level of the customer is higher than the perception level. Always the customer want more from the restaurant expectation level of the customer keep on increasing. The reliability is less important and assurance is the most important dimension of service quality.

2. Markovic Suzana , Raspor Sanja and Darcic jelena (2011) studied what are the quality ? An empirical study in the city restaurant setting sustainable tourism: socio-cultural, environmental and economic impact: In this study it is found that the most important dimension is tangibility which includes cleanliness, proper dressing sense of staff, clean rest room , accuracy in billing. The value of all the gap fall in negative category it means that the expectation of customer is higher than its perception.

3. Hwang Jinsoo and Zhao Jinlin (2010) studied factor influencing customer satisfaction or dissatisfaction in the restaurant business using answer tree methodology “Journal tourism : in this study the difference between satisfied and dissatisfied customer of the restaurant. The satisfied customer shows the repurchase behavior in turn help to improve the profit of the restaurant. Good value, Tasty food and cleanliness are the most important factor help to satisfied the customers.

4. Keshavarz Yousef et al (2016) studied the influence of service quality on restaurants customer loyalty; It is found on the research that customer expectation of the restaurant is more significance than the perceived quality of service. If the restaurant provide expected service it leads to the customer satisfaction and loyalty of the customer build. It was also found out that prize of food is the most important dimension influencing service quality of the restaurant.

OBJECTIVE OF RESEARCH:

1. To analyze the service quality dimension of the restaurant.

2. To know the level of customer satisfaction towards the restaurant service.

3. To identify the reason of gap in service quality dimension in the restaurant service quality.

RESEARCH METHODOLOGY:

The present study focuses on analyzing the service quality of restaurant in the Raipur city. The research design is descriptive in nature. The data is collected by using both the source i.e primary data as well as secondary data. The primary data is collected using questionnaire the sample size is 50. Sampling technique is simple random sampling. Secondary data is collected using different sources like: research paper, article, journal, internet books etc. by analyzing both the primary as well as secondary data research finding is made.

SERVICE QUALITY:

SERVICE:

It is intangible in nature. The service of the restaurant is also intangible in nature.

QUALITY:

If the restaurant dealt to satisfy their customer to the fullest extinct, than the service which is delivered is considered as a quality service.

SERVICE QUALITY:

If the restaurant delivers the service as per the customer need and expectation. This is considered as service quality.

DIMENSION OF SERVICE QUALITY:

1. Intangibility:

The service deliver by restaurant are intangible in nature. To reduce the intangibility of service the restaurant provides various tangible goods for free like Napkin , ketchup , mouth fresher etc. All these complimentary goods help to develop the tangibility of service. The physical facilities which have been provided by the restaurant formed its tangibility factor.

2. Reliability:

It is one of the most important dimension of restaurant service quality. Reliability basically means the trust of the customer which was intil by the restaurant. By providing the service to the customer as per promised by the restaurant, helps to develop reliability in the customer. Right and accurate service should be deliver by the restaurant.

3. Esponsiveness:

It is the most demanding dimension each customer want demanding dimension each customer want from their service provider. If the restaurant promptly and quickly response to the customer need and want, it constitute the responsiveness dimension of service quality.

4. Assurance:

If the employee of the restaurant have full knowledge about the service , they communicate with the customer. This ability of the employee built trust and confidence in the customer.

5. Empathy:

It is one of the additional factor , which help to enhance the service quality of the restaurant. Empathy means to understand the feeling of others. If any restaurant provides individual attention to the customer, make their easy availability build the brand loyalty.

SERVQUAL MODEL OF SERVICE QUALITY:

In year 1995 Parasuraman, Leithaml and Berry develop a model of service quality which was popularly known as servqual. This model basically helps help in deeper understanding of all the above dimension of service quality i.e, Intangibility, Reliability, Responsiveness, Assurance and Empathy. Apart from it customer expectation and customer perception are studied and between two dimensions 5 gaps are studied. They are as follows:

KNOWLEDGE GAP:

There is a difference between customer expectation and company provided the service than this gap arises. It is due to the lack of Companies knowledge about the customer and companies delivers the service by their own way, which differ from customer want. This is the reason the customer Dissatisfy.

POLICY GAP:

It is a difference between the standard policy of the company and the customer expectation. It means the company knows the customer expectation, but they try to satisfy the customer in their own way, to that gap arises.

DELIVERY GAP:

It is the difference between service delivery standard and actual service delivery. It means the company set the own standard and delivery something else so that delivery gap arises.

COMMUNICATION GAP:

It is the difference between what companies promises in advertisement and what it actually provides to their customers. Many Company show the false advertisement and actually provide something else service.

CUSTOMER GAP:

It is the difference between the customer expectation and customer perception.

Customer expectation:

What the customer wants from the company constitutes its expectation. It is formed from there knowledge, prior experience etc. The expectation of each individual customer is differ from other customer. To fulfill the customer expectation job, it is very challenging for the company (restaurant). As the expectation of the customer keep on changing. So to study and do the research on customer expectation is needful.

Customer perception:

Perception means the mindset of the customer towards different service of the restaurant.

Between these twoabove parameter i.e customer expectation and customer perception difference arises. Every restaurant tries to minimize this difference and delivery the quality service and satisfy the customer.

CUSTOMER SATISFACTION AND LOYALTY:

When the customer expectation is satisfied by the service of the company of restaurant, than the customer get satisfied. The customer satisfaction is a positive for the customer as well as the company. The customer satisfaction leads to the customer loyalty and help in the repurchase behaviour.

DATA ANALYSIS:

PART 1: DEMOGRAPHIC PROFILE:

1. AGE:

Here we can see that 80% of the total population is Below the age of 25 years, 8% of the population is between 26-35 years ,6% of the population is 36-45 years, 5% of the population is of 46-55 years, and 1% of the population is above of the age of 55 years.

2. GENDER:

Here we can see that 46% of the total population is male and 54% of the population is female.

3. EDUCATION:

Here we can see that 82% of the total population educational qualification is 12^th pass, 8% of the population is Post graduate, 8% of the population is Graduate, 2% of the population is Others.

4. MARITAL STATUS:

Here we can see that 76% of the total population marital status is married and 24% of the population marital status is unmarried.

5. MONTHLY INCOME:

Here we can see that 74% of the total population have a monthly income Below 10000 per month, 6% of the population earns between 10001-15000, 4% of the population earns between 15001-20000, 4% of the population earns between 20001-25000, whereas the remaining 12% of the population have a monthly income Above 25000.

6. OCCUPATION:

Here we can see that 20% of the total population is Pvt. Employee, 6% of the population is Businessman, 2% of the population is Professional, and 72% of the population is others.

7. FAMILY STATUS:

Here we can see that 62% of the total population is Nuclear family, 36% of population is Joint family, and 2% population is others.

PART 2: FACTORS INFLUENCING THE SERVICE QUALITY OF VARIOUS RESTAURANT IN RAIPUR CITY.

1. Convenient location of the restaurant?

Here 14% of the total population Strongly Agrees with the statement, 80% of the population agrees with the statement, 6% of the population have Neutral opinion about the statement.

2. Convenient parking place of the restaurant?

Here 8% of the total population Strongly Agree with the statement, 78% of the population Agrees with the statement 12% of the population have Neutral opinion about the statement and 2% of the total population strongly disagree with the statement.

3. Interior decoration and design of the restaurant?

Here 16% of the total population Strongly Agree with the statement, 60% of the population Agrees with the statement 20% of the population have Neutral opinion about the statement, and 4% of the total population Disagree with the statement.

4. Ease of access to the menu of the restaurant?

Here 16% of the total population Strongly Agree with the statement 60% of the population Agree with the statement, 20% of the population have Neutral opinion about the statement, and 4% of the total population Disagree with the statement.

5. Restaurant as relaxing place to eat?

Here 22% of the total population Strongly Agree with the statement, 62% of the population Agree with the statement, 14% of the population have Neutral opinion about the statement, and 2% of the total population Disagree with the statement.

6. Easiness of ordering and payment in restaurant?

Here 20% of the total population Strongly Agree with the statement, 60% of the population agrees with the statement, and 20% of the population has Neutral opinion about the statement.

7. Ease of access to napkin, ketchup etc?

Here 12% of the total population Strongly Agree with the statement, 60% of the population Agree with the statement, 22% of the population have Neutral opinion about the statement, 4% of the total population Disagree with the statement, whereas the remaining 2% Strongly disagree with the statement.

8. Food being nutritious and tasty?

Here 28% of the total population Strongly Agree with the statement, 54% of the population Agrees with the statement, 18% of the population have Neutral opinion about the statement.

9. Variety of food options on the menu?

Here 26% of the total population Strongly Agree with the statement, 62% of the population Agree with the statement, 8% of the population have Neutral opinion about the statement, 4% of the population Disagrees with the statement.

10. Staff being error free when taking orders?

Here 18% of the total population Strongly Agree with the statement, 66% of the population Agree with the statement, 14% of the statement have Neutral opinion about the statement where as the remaining 2% Disagree with the statement.

11. Fast service of the restaurant?

Here 24% of the total population Strongly Agree with the statement, 48% of the population Agree with the statement,26% of the population have Neutral opinion with the statement where as 2% of the population Disagrees with the statement.

12. Quality of food of the restaurant?

Here 42% of the total population Strongly Agree with the statement, 52% of the population Agree with the statement 6% of the population have Neutral opinion about the statement.

13. Food price of the restaurant?

Here 34% of the total population Strongly Agree with the statement,46% population Agree with the statement, and 20% of the population have Neutral opinion about the statement.

14. Time of service delivery of the restaurant?

Here 24% of the total population Strongly Agree with the statement, 54% of the population Agree with the statement, 18% of the population have Neutral opinion about the statement, 2% of the total population Disagree with the statement where as the remaining 2% Strongly Disagrees with the statement.

15. Clean table of the restaurant?

Here 38% of the total population Strongly Agree with the statement, 54% of the population Agree with the statement, and 8% of the population have Neutral opinion about the statement.

16. Hygiene of the restaurant?

Here 30% of the total population Strongly Agree with the statement, 44% of the population Agree with the statement, 24% of the population have Neutral opinion about the statement, where as the remaining 2% of the population Disagree with the statement.

17. Staff friendliness of the restaurant?

Here 22% of the total population Strongly Agree with the statement, 52% of the population Agree with the statement, and 26% of the population have Neutral opinion about the statement.

18. Seating availability of the restaurant?

Here 30% of the total population Strongly agree with the statement, 60% of the population agree with the statement, 8% of the population have Neutral opinion about the statement, where as the remaining 2% Disagree with the statement.

19. Knowledge of employees or staff of the restaurant?

Here 24% of the total population Strongly Agree with the statement, 52% of the population agree with the statement, 22% of the population have Neutral opinion about the statement, whereas the 2% of the population Disagree about the statement.

20. Food being tasty and fresh?

Here 28% of the total population Strongly Agree with the statement, 68% of the population agrees with the statement, and 4% of the population has Neutral opinion about the statement.

FINDING:

According to the responses of the total population findings of the questionnaire will be shown below:

· The maximum respondent belongs to the age group of Below 25 that’s why we can say that people under 25 like to go to restaurants more.

· The male respondents are more than the female respondents it means male visit restaurants most than female.

· The maximum respondents were Unmarried and minimum are married it means unmarried prefer restaurant services more than married.

· The maximum respondents have completed their higher education (12^th).

· The maximum respondents earns monthly income below 10000.

· The maximum respondents were others (Student) and students mostly like to go to restaurant comparing than other age group.

· The maximum respondents were from Nuclear (single) family.

· The most important factor considered by the customer in selecting a restaurant are quality of food, cleanliness of table for food serving and price of food in the restaurant.

· The customer always see the quality of food serving in the restaurant. Every customer want quality for, but at lowest prize.

· Apart from quality and prize of food at lowest prize, cleanliness also been seen by the customer it act as of the building factor of service quality in the restaurant.

· The least important factor the customer see while selecting any restaurant are Interior decoration and design, ease of access of napkin , ketchup , time of service delivery in the restaurant.

LIMITATION:

1. The research was based on Raipur city only.

2. The primary data is only collected by using questionnaire.

3. The sample size of primary data is 50.

4. The present research focuses on the restaurant service quality only but not on online delivery of food service.

5. Only 19 factors of service quality of restaurant were studied.

CONCLUSION:

The present research focuses on the “RATER” model of service quality with special reference to the restaurant industry of the Raipur city RATER model reveals the dimension of service quality like reliability, assurance, tangibility, empathy and responsiveness. In the above 5 Dimension tangibility is least important and reliability is the most important dimension of service quality.

The price of food and quality is most important factor. Cleanliness is also an important factor. The least important factor is found out are interior decoration, easy availability of the tangible goods.

The servqual model which was propounded by parasuraman et al in year 1985 which was also known as gap model. This model basically deals with customer expectation and customer perception, they are Analyze 5 gaps analyze 5 gaps are studied. It was found that expectation of the customer is always higher than customer perception. This is because the customer needs and wants are ever changing so that as per the situation or time expectation of the customer keeps on increasing.

REFERENCE:

1. https://expertprogrammanagement.com

2. https://www.customerthermometer.com

3. Saneva Dushica and Chortoseva Sonja (june 2018) “service quality in restaurants: customers expectation and customers perception” SAR journal volume-1 page no 47 and 51.

4. Markovic Suzana et al (May 2011) “what are the key dimension of restaurant service quality? An empirical study in the city restaurant setting” Sustainable Tourism: socio-cultural, environmental impact. Journal page no 235 and 247.

5. Hwang Jinsoo et al (April 2010) “factor influencing customer satisfaction or dissatisfaction in the restaurant business using answer tree methodology” Journal of quality assurance in hospitality and tourism volume 11, page no 2, 15, 16.

6. Keshavraz Yousef et al (November 2016) “The influence of service quality on restaurant customer loyalty” Arabian journal of business and management review volume 6, page no 1 and 12.

Received on 14.09.2020 Modified on 05.10.2020

Res. J. Humanities and Social Sciences. 2020; 11(4):295-302.

DOI: 10.5958/2321-5828.2020.00047.9