Service quality evaluation and multiattribute attitude measurement: The case of a chain steakhouse in Taiwan

Abstract

Many research studies have found that service quality has a direct impact on a company's profitability. Given the increasing competition in the steak restaurant business in Taiwan, the restaurant industry has noticed the importance of service quality. This study empirically assessed customers’ perceptions and expectations of service to measure service quality of a chain steakhouse in Taiwan. By applying the three-column SERVQUAL model approach coupled with part of the Fishbein model, the study was able to (a) analyze the service gaps existing in the service delivery process to measure service quality and customer satisfaction and (b) conduct a multiattribute attitude measure to evaluate a customer's attitude toward the service measure attributes of the same brand name restaurants in different locations. As service quality has a direct impact on a company's profits, the research findings are important, particularly to the examined chain steakhouse. These findings offer implications to improve the service quality for restaurant operations and further support the company in gaining a competitive advantage in the increasingly viable steak restaurant business in Taiwan.

Citation

Chang, D.Y. and Annaraud, K. (2008), "Service quality evaluation and multiattribute attitude measurement: The case of a chain steakhouse in Taiwan", Chen, J.S. (Ed.) Advances in Hospitality and Leisure (Advances in Hospitality and Leisure, Vol. 4), Emerald Group Publishing Limited, Bingley, pp. 161-184. https://doi.org/10.1016/S1745-3542(08)00008-8