Pizza Restaurant Service Quality: Its Influence to Customer Satisfaction and Behavioral Intention
Keywords:
Service Quality, Customer Satisfaction, Behavioral Intention, Pizza Restaurants, Bacolod CityAbstract
This study investigated the service quality of pizza restaurants in Bacolod City and its influence on customer satisfaction and behavioral intention. Anchored on the SERVQUAL Model of Parasuraman, Zeithaml, and Berry (1988), Expectancy Disconfirmation Theory, and the Theory of Planned Behavior, the research examined how service quality dimensions—reliability, responsiveness, assurance, empathy, and tangibility—shape satisfaction and subsequent customer behaviors such as revisit intention, recommendation, and loyalty program participation.
A quantitative descriptive-comparative and correlational design was employed. Using convenience sampling, 398 customers from three pizza restaurants participated in the survey. Data were analyzed through mean, standard deviation, Mann-Whitney U-test, and Spearman’s rho to assess levels, differences, and relationships among the study variables.
Findings revealed that service quality, customer satisfaction, and behavioral intention were collectively rated high. Tangibility emerged as the strongest service quality factor, while employee knowledge and service skills ranked highest in satisfaction. Behavioral intention was strongest in recommendation and loyalty program participation, reflecting the potential for positive word-of-mouth and repeat patronage. Segment analyses showed significant differences across sex, age, and educational attainment in selected dimensions. Strong correlations were also observed between service quality, satisfaction, and behavioral intention, affirming their interdependence in sustaining customer loyalty.
The study concludes that investment in tangible facilities, ambiance, and employee training is crucial for customer retention. It recommends targeted service strategies, enhanced loyalty programs, and demographic-responsive service delivery. Future research should explore moderating factors such as income, customer expectations, and switching costs to deepen understanding of loyalty dynamics in the restaurant industry.
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