Customer Satisfaction Analysis of Restaurant Industry: An Empirical Study on Rangpur City

Abstract

At present, the service industry makes an important contribution to World's GDP, especially in Bangladesh. Customer satisfaction is one of the Catchwords of every service industry. The study is conducted to identify some key factors of customer satisfaction in the restaurant industry. In the Rangpur city area, 20 restaurants were selected to conduct the study. This research is based on an empirical study. Simple random sampling methods were used to select 120 customers. 5 points Likert scale and open-ended questions were used to prepare a questionnaire. This study tried to adjust customer’s perceptions with service quality for the customers’ satisfaction with the restaurant industry. Undesirable perceptions of customers were found concerning product and service quality, pricing policy, the value of the restaurant, and loyalty of those restaurants side by side concerning waiters' service and space convenience customers' perceptions were encouraging. Based on findings it was recommended that attention should be given to those critical issues to attract new customers and retain current customers.