Title: Determinants of customer satisfaction in Kabul: evidence from the restaurant industry

Authors: Hamidullah Hamidy; Dale Walker; Jimbo H. Claver

Addresses: Business Department, The American University of Afghanistan (AUAF), P.O. Box 458 Central Post Office, Dar-ul-Aman Road, Kabul, Afghanistan ' Division of Social Science and Humanities, The American University of Afghanistan (AUAF), P.O. Box 458 Central Post Office, Dar-ul-Aman Road, Kabul, Afghanistan ' Division of Science, Technology and Mathematics, The American University of Afghanistan (AUAF), P.O. Box 458 Central Post Office, Dar-ul-Aman Road, Kabul, Afghanistan

Abstract: This is the first study that investigates customer satisfaction in the restaurant industry in Kabul, Afghanistan. The study explored whether: 1) restaurant atmosphere; 2) employee conduct; 3) food quality; 4) harassment; 5) respect for family privacy; 6) competitions; 7) locations, impact the level of satisfaction customers express about the restaurant industry. Using the linear regression analysis, the paper found that, customers currently prioritise cultural issues, such as respect for family privacy rather than service quality factors, such as food quality, employee behaviour, and restaurant atmosphere. The paper concludes that due to lack of competition, customers these days value a restaurant, where they feel relaxed with their families and there is a great deal of respect for females. This paper attempts to provide empirical evidence on customer satisfaction, improve managerial decision making, and impact the overall growth of the restaurant industry in Kabul.

Keywords: customer satisfaction; customer relationship management; CRM; service quality.

DOI: 10.1504/IJECRM.2022.124073

International Journal of Electronic Customer Relationship Management, 2022 Vol.13 No.3, pp.203 - 247

Accepted: 29 Jul 2021
Published online: 12 Jul 2022 *