The influence of service quality on the post-dining behavioural intentions of customers at Cargo Hold, Ushaka Marine World

Abstract

The purpose of this research study was to investigate the influence of service quality on the post-dining behavioural intentions of customers in a fine dining setting. The National Restaurant Association (2014 as cited in Ruggless 2014: 20 stated that the fine dining restaurant segment is constantly losing out on the restaurant industry market share. In order to remain competitive, restaurants need to tender service that meets the expectations of customers, as perceived service quality affects post-dining behavioural intentions (Prayag, Khoo-Lattimore and Sitruk 2015: 27).

In an attempt to devise strategies to rescue the sinking fine dining restaurant segment, this research study developed a conceptual framework model and tested its paths through path analysis, using structural equation modelling. The research study modified a DINESERV scale to obtain primary data from respondents. The modified DINESERV attained a high reliability and validity score. It was further subjected to confirmatory factor analyses and all the KMO and Bartlett’s requirements for factor analysis were satisfied.

Data was collected by means of self-administered questionnaires at Cargo Hold restaurant after agreement was reached with the management team. The convenience sampling method of data collection was applied. Diners were only given the questionnaire upon receipt of their consent to participate in this study. A total of 400 survey questionnaires were distributed. However, only 361 were deemed suitable for analysis. These 361 usable survey questionnaires represent a 90.25% response rate for this research study.

Hypotheses were tested on a hybrid of structural equation modelling path analysis and Spearman’s correlation coefficients. The results showed a positive correlation between service quality and behavioural intentions, with customer satisfaction indirectly exerting a significant effect between these constructs. The research study concludes with implications and direction for future research.