Service Quality Delivery and Customers Patronage of Eateries

Abstract

The study examined service quality delivery and customers’ patronage of eateries. Its specific purpose was to explore the effects of restaurant service quality attributes such as convenience, customization, staff competence, service innovation and quality of ingredients on customers’ patronage of eatery firms. Cross-sectional survey research design was used for the study. A structured questionnaire was used to obtain primary data from 357 customers of eatery firms and data obtained for the study were tested using multiple linear regression. The findings of the study revealed that service convenience, customization, staff competence, service innovation and quality of ingredients had significant positive effects on customer patronage of eatery firms. The study recommended that managers of eatery firms should provide convenient by maintaining multiple ordering/payment options for remarkable dining experiences to customers; customization should be prioritized in eateries by ensuring that customers have access to diverse menu options that they can personalize to their tastes; managers of eateries should ensure that front-desk customer service personnel are knowledgeable about their products; and managers of eateries should consistently incorporate customer-friendly innovative technologies to enable customers enjoy improved service. Eateries should use improved quality of ingredients that is organic to safeguard customers’ health.