Service Quality on Guest Behavior at Restaurants (Special Reference to “Anuradhapura” District)

Abstract

In the restaurant industry, quality is important. Hence, customers can be satisfied by assessing the quality of services provided to them in comparison with what they expected. Relatively a few studies have addressed the relationship between service quality and guest behaviour at restaurants in Anuradhapura, Sri Lanka. The ultimate purpose of this research study is to investigate and evaluate the service quality dimensions on guest behaviour at restaurants in the Anuradhapura district. Primary data was gathered through selected eight restaurants in Anuradhapura and collected from 140 customers who visited those restaurants using a structured questionnaire. The convenience sampling method was used as a sampling technique. With the support of the SPSS 21 version, descriptive statistics, correlation, and regression were used to analyze the data. The study found that the service quality is a key driver of guest behaviour in restaurants in the Anuradhapura district. The findings are expected to help the owners and managers of restaurants in the Anuradhapura district address the research gaps (customers’ perceived service quality and actual quality of service in restaurants). Further, this study provides valuable insight into the roots of customer behaviour and restaurant-quality for all tourists and locals in the Anuradhapura district in Sri Lanka.