Howcroft(1992) in his research relating to customer service in selected branches of aUK clearing bank reported the results of a pilot survey which examined thequality of service given to customers at pre-selected branches of a major UKclearing bank.
He viewed that customer satisfaction was the most importantdeterminant of service quality. Although, a number of discernableinconsistencies or gaps are identified between what bank staff said on being interviewedand what was observed, The researcher noted that the divergent thoughts seemedto agree with the concept that customer perceptions of the level of servicequality are determined by comparing expectations with actual performance, whichprovides further underpinnings for the measurement concepts advanced in thisstudy.Anderson,Fornell, and Rust (1997) also emphasized the leading role of customersatisfaction and productivity for the company’s success. Their researchstresses that companies need to excel in both customer satisfaction andproductivity, in other words in “quality” and “quantity,” in order to gainbusiness growth, positive word of mouth about the company and as an increase inthe company’s overall profitability and image.Manystudies have quoted the importance of service quality in determining customersatisfaction with a service encounter (Stevens, et al., 1997). Service qualityis found to be an important factor for customer satisfaction and returnintention especially in a restaurant setting.
A survey in a Chinese restaurantby Qu (1997), customers have commented that service and courtesy dimension wassecond only to the food and environment dimension in terms of determining thecustomer’s probability of returning to a restaurant. In addition, the resultsof a study of ambient restaurant patrons in Hong Kong, confirmed that theservice quality dimension contributed strongly to customer intent to return toa given restaurant (Kivela, et al., 2000)Inthe study of customer expectation factors, Soriano (2002) found that afterquality of food, quality of service was ranked the second most important factorin determining the customer’s decision to return to the restaurant. Differentsegment seeking benefits were found in a study between the measurement oftourist satisfaction to the service of restaurants. Yuksel and Yuksel (2002)mentioned these differences and proved that service quality had the mostsignificant effect on dining satisfaction at the aggregate market level.