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Restaurant Service Quality Assignment: Role Of Consumption In Customer Satisfaction


Task: Provide an in depth analysis review of minimum 4 journal articles of your choice and highlight the key differences, similarities, and outcomes of each of them on the role of consumption in consumer satisfaction.


Articles Collection &Structured Abstract
“Dining consumption in restaurant context” is the study that would be analysed within the restaurant service quality assignment through the studies of i) Mason et al ii) Aidin iii) Ruopeng iv) Hamdy et al in the form of structured abstract reviews.

Brief Summary of the Theory and discussion of progression in the field
As per Mason et al., (2013) it is seen that in every fast food restaurants there are certain expectations of the customers. They expect the restaurants to serve them based on speed and service.

In case of Aidin (2017) it is seen that in service quality the services that are offered to the customers are the best means through which food quality, service quality and price value ratio is determined. This is required for lone term survival and gaining competitive advantage.

Ruopeng (2015) states in case of consumption interest of the customers are based on the location of the restaurant and the source of food. It is further found that the consumption process is dependent on the sex education, race/ethnicity, income and weight status. This also includes the idea of increased total energy, saturated fat, total fat, cholesterol and sodium intake.

Hamdy et al., (2018) in case of a patient who is suffering from Dementia it can be said there is an ordeal that is faced however, there would be betterment in the system with better gesture and greetings of these people.

Common Themes/ findings
The common theme that has been found in all the above articles of restaurant service quality assignment includes service quality and the satisfaction of the customers in restaurant consumption. The goal of consumption is utilitarian and is primarily based on the idea of service quality evaluations. In case of service quality as seen in all the articles it is seen that customers look for certain facilities and tangible elements that would be able to meet the requirements. The other common point is the behaviour and the ambience of the dining experience. Customers should be able to receive all the necessary amenities and behaviour or the greeting of the people should be perfect. Service should cater to the needs of the customers and long term survival strategy is the key notion of the restaurants in any part of the world. Studying the relationship with the customers is assured with help of certain degrees and analysis that include customer satisfaction, pricing strategy, service quality and knowledge of the employees. In this regard, it can be said that the most important aspects of the articles is consumption process of be dependent on service and service quality.

Different Themes/ Findings of restaurant service quality assignment
In case of service quality the differences that have been found in certain cases the time of the services matter. This is in case of the fast food restaurants the consumption of the consumers is based on the idea of the time that is required to serve perfectly. This is found in range of consumers from a wide range of ages. On the contrary, in terms of service quality it has been found the customer satisfaction is based on behaviours and the price that the customers are paying. It can be said SERVQUAL model is used in this regard. In certain cases the service quality and the consumption of the customers are based on the idea of social background of the consumers. This is seen in terms of race, gender, age and the type of food that is local to the people. This is necessary in analysing the factors that services in these cases should be able to meet the demands of the specific intentions of the customers. In case of patient like a dementia though they can have issue in ordering however a perfect ambience and support from the restaurant authorities can be fruitful. This will include the positive influence, dining experience, tables and choice of food.

Study Limitations and how they differ across the various research designs
The limitations of the studies that has been found in all the above cases include limitations in a studying and observing a variety of restaurants. This further includes the number of respondents that have been chosen by the research. The limitations further included in case of consumption technique the differences in different regions or types of restaurant have not been clearly identified. This is one of the major gaps of the literary works that has been found. The limitations in the study further include the restraint in time. The methodological issues could be resolved in better ways through detailed observation. However, limitations of time and budget are the major issues that have been found in the articles for which detailed analysis of primary research, secondary research or mixed methods have not been followed. In addition, the limitations have also been found in primary research the respondents were limited like 125 students. In case of secondary research only SEVQUAL model was used and better theoretical understanding was not provided. In case of mixed studies it was seen that the amalgamation of the ideas were limited as relationship of the consumers with the restaurants play a dominant role and other elements were not taken into consideration.

Future research directions proposed in the articles
In Mason et al., (2013) it was seen that future directions the types of service quality in arrange of restaurants in to be analysed in line with the pathogens. In this regard, it is important that the areas and the ways food quality can be ensured are studied from professionals through primary research. In case of food corporations as seen in the article by Aidin (2017), it was found that the perception of the consumers varies and so is the idea of cleanliness for each restaurant. New studies can ensure research about specific areas and the terms and conditions that are followed as per policies and rules and regulations. The next direction can be to understand the calorie intake that could be made permissible for the restaurants to ensure food quality. Ruopeng. (2015), mentioned this idea and future directions can be the ways to make healthy consumable products in the restaurants. Hamdy et al., (2018), states that restaurants that are noisy and crowded should be analysed to understand the service standards that they provide in the restaurants. This is important.

Reference List
an, Ruopeng. (2015). Fast-Food and Full-Service Restaurant Consumption and Daily Energy and Nutrient Intakes in U.S. Adults. European journal of clinical nutrition. 70. 10.1038/ejcn.2015.104.

C. Hamdy, Ronald & Kinser, Amber & Kendall-Wilson, Tracey & Depelteau, Audrey & Whalen, Kathleen. (2018). Restaurant service quality assignment Impulsive, Disinhibited Behavior—Dining in a Restaurant. Gerontology and Geriatric Medicine. 4. 233372141875699. 10.1177/2333721418756994.

Mason, Kevin & Jones, Stephen & Benefield, Michael & Walton, Jim. (2013). Consumer Perceptions of Quick Service Restaurants. Journal of International Business and Economics. 13. 109-116. 10.18374/JIBE-13-4.8.

Namin, Aidin. (2017). Revisiting customers' perception of service quality in fast food restaurants. Journal of Retailing and Consumer Services. 34. 10.1016/j.jretconser.2016.09.008.


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