Title: Analysing the expectation vs. satisfaction gaps and prioritising dimensions of service quality for middle-class restaurant sector

Authors: Mohammed Yusoof Muhammad Yunis; Rafikul Islam; Siti Salwani Razali; Md. Siddique E. Azam

Addresses: Graduate School of Management, International Islamic University Malaysia, Jalan Gombak, 53100 Kuala Lumpur, Malaysia ' Department of Business Administration, International Islamic University Malaysia, Jalan Gombak, 53100 Kuala Lumpur, Malaysia ' Department of Business Administration, International Islamic University Malaysia, Jalan Gombak, 53100 Kuala Lumpur, Malaysia ' International Institute for Halal Research and Training, International Islamic University Malaysia, Jalan Gombak, 53100 Kuala Lumpur, Malaysia

Abstract: Service quality plays an important role in ensuring customer satisfaction and hence attaining competitive advantage for restaurant business. To bridge literature gap, this study prioritises SERVQUAL dimensions for middle-class restaurants in Malaysia and also investigates customer service quality perceptions and gaps. Data collection included 222 customers for performing gap analysis and 30 respondents for prioritisation of SERVQUAL dimensions. Analytic hierarchy process, descriptive analysis, ANOVA, and t-tests were used for data analysis. Results revealed the largest gap in reliability, while tangibles and assurance had the smallest gaps. No significant SERVQUAL gap differences were found among customer groups based on demographics. Responsiveness was ranked as the most important SERVQUAL dimension, followed by reliability with tangibles and empathy ranked lower. The results provide guidelines to the managers of middle-class restaurants to design their restaurants and enhance delivery of services. In particular, managers should prioritise creating a welcoming atmosphere through staff training, inclusive language, and supportive policies.

Keywords: service quality; SERVQUAL gap; customer perception; middle-class restaurants; analytic hierarchy process; AHP; customer satisfaction.

DOI: 10.1504/IJSOM.2026.152951

International Journal of Services and Operations Management, 2026 Vol.53 No.4, pp.473 - 495

Received: 17 Oct 2023
Accepted: 09 Jan 2024
Published online: 17 Apr 2026 *

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