Investigation Of Dineserv Dimensions On Customer Satisfaction & Loyalty : EVIDENCES FROM THE RESTAURANT INDUSTRY IN SUDAN

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Date
2015
Authors
Diab, Dalia Mohammed Alzubeir
Mansour, Ilham Hassan Fathelrahman
Mohammed,Hesham E.
Saad,Osman
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Publisher
University of Khartoum
Abstract
This study attempts to identify the underlying key dimensions of service quality and its impact on consumers’ satisfaction and loyalty within the restaurant context in Sudan using DINESERV model. The study is quantitative and descriptive in nature. Data was collected through self-administered questionnaires from 4 restaurants. Based on the analyses, four factors, Assurance, Empathy, Tangibility and Reliability are the most significant dimensions have positive influence on customer satisfaction while Assurance and Empathy, Tangibility are the most significant dimensions that have positive influence on customer loyalty. The results also confirmed the links between service quality dimensions, satisfaction and loyalty respectively. The findings of study could be employed by the restaurant managers to improve their marketing strategies
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Keywords
Dineserv; customer satisfaction, customer loyalty
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