Title: Effects and outcome of service quality and consumer attitudes towards restaurant brands: a study of fine dining restaurants in Pakistan

Authors: Rukhsana Kausar; Shahab Alam Malik; Bismah Akram

Addresses: COMSATS Institute of Information Technology, Park Road, Chak Shahzad, P.O. Box 45550, Islamabad, Pakistan ' COMSATS Institute of Information Technology, Park Road, Chak Shahzad, P.O. Box 45550, Islamabad, Pakistan ' International Islamic University, H-10, Islamabad, Islamabad Capital Territory 44000, Pakistan

Abstract: The study endeavours to study effects and outcome of service quality and consumer attitudes towards fine dining restaurant brands. As service quality extensively affect the ability to sustain status in a competitive restaurant market, existing studies have focused on how to enhance service quality as evaluated by their customers. Data were collected from the customers of five reputed fine-dining restaurants operating in capital of Pakistan, Islamabad (n = 250) and was analysed using correlation and regression techniques. Findings of the study suggest that for fine dining service, consumers' satisfaction is important from the physical environmental quality, interactional quality and outcome quality, price fairness and utilitarian and hedonic attitude in order to prefer that brand of the restaurant. Practical implications of the study showed that management of restaurants can make policies in the light of consumer attitudes, as these customers attitudes lead towards their brand preference and can sustain the market position in the industry.

Keywords: consumer attitudes; service quality; fine dining restaurants; physical environment quality; interactional quality; outcome quality; price fairness; utilitarian attitudes; hedonic attitudes; brand preference; Pakistan; restaurant brands; restaurant industry.

DOI: 10.1504/IJHEM.2014.067000

International Journal of Hospitality and Event Management, 2014 Vol.1 No.2, pp.187 - 202

Received: 17 Jun 2014
Accepted: 16 Oct 2014
Published online: 24 Jan 2015 *

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