Factors Affecting Customer Satisfaction towards Restaurant Services–A Study on Northern Part of Bangladesh

Mosa Shely Khatun, Purbasha Dash


The aims of the study is to explore the components influencing customer satisfaction in the restaurant services in Bangladesh. The method of the study is both quantitative and qualitative based on primary and secondary data. Primary data and secondary data of 520 participants has gathered using questionnaire survey from the consumers of various restaurants placed in Northern part of Bangladesh and the books, articles and government publications respectively. Collected data will be analyzed and interpreted by applying the SPSS software followed by the research objectives. The main findings of the study are that the standard service, delicious food, numerous item, payment of money, lengthy service, availability, pure quality, neatness, surroundings, furnishing design and decor, Staff’s behavior, look of the staff, employee’s awareness and place of the restaurants are immensely associated on pleasure of customers on restaurant services. Among them delay in serving for the food, neatness of the restaurant, supply of food, furnishing design and decor, look of the staff and place of the restaurant affect remarkably on customer satisfaction. 3.66 is the average mean value of the elements. Price occupies the bellow mean value of 2.88 and place has the top most mean value which is 4.18 which shows the satisfaction and disappointment of customers regarding foods. So, the study recommends some ways for service marketers to enhance the customer’s satisfaction by formulating adequate policy and strategy by considering the satisfaction and dissatisfaction criteria and also concludes that the study provides some tactics to take better decision of marketing.

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DOI: https://doi.org/10.5296/jebi.v9i2.20625


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