Service quality evaluation: moderating influences of first-time and revisiting customers

Abstract

Providing customised services is one of the major approaches the service industry employs to maintain its customer base. Accordingly, this research investigates whether the effects of service quality attributes on customer satisfaction differ between first-time and revisiting customers in the restaurant industry. This research adopts the five gaps model between service quality performance and customer expectations. Based on the expectations-disconfirmation theory, we analysed the DINESERV framework to compare revisiting customers with first-time customers. Our results show no significant difference in the service constructs of empathy, assurance, and reliability. However, the satisfaction of first-time customers is influenced more by the responsiveness of front-line service staff, whereas revisiting customers care more about the dining atmosphere. Our findings could serve as a guideline for restaurants to serve their customers more effectively, as well as to differentiate and fine-tune their marketing strategies.