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Detecting Service quality influence using DINESERV model: A study with the
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Detecting Service quality influence using DINESERV model:
A study with the reference to restaurants in Dhaka city
ANIKA NASHAT MATIN1
Research Scholar, Lovely Professional University, Phagwara, India
DR. VEER P. GANGWAR2
Faculty, Mittal School of Business, Lovely professional University, Phagwara, India
MD. SIDDIKUR RAHMAN3
Faculty, Department of Management Studies, Comilla University, Bangladesh
MUHAMMAD SYEDUZZAMAN4
Associate Professor, Department of management, Mohammadpur Kendriya College,Dhaka,
Bangladesh
PROFESSOR MD YAMIN HASSAN5
Principal, Crescent College, Hatigaon, Guwahati-781022, Assam,India
Abstract
Number of studies related to assessing service quality through Service quality gap model,
known as SERVQUAL model in tourism and hospitality industries is seen either originally or
with developed version. The main aim of this study is focused assessing empirically on the
developed version of SERVQUAL model for measuring the service quality for restaurant
services known as DINESERV, in the context of restaurant services in Dhaka city,
Bangladesh. The comprised 29 attributes of SERVQUALL model is DINESERV, that is used
for designing the questionnaires in this study, which aimed to measure the gap between
expectation and perception level of customers in restaurant service. However, 110 valid
questionnaires from 150 has been statistically analyzed in SPSS20. This empirical study
makes a glance that 25 indicators have rooms to make more improvement due to persisting
gap between expectations and perceptions, meanwhile, results and findings have been
complied with the identification of strength and weakness of service quality of selected oldest
restaurants of Dhaka city, who can uphold their dignity through the possible suggestions
from this study.
Keywords: DINESERV, SERVQUAL, service quality, restaurants, Dhaka city.
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1. Introduction
Service quality in any organization is the most recognized and important factor to be
considered. Service quality is such factor for service providers that have a direct impact on
customer. Service quality brings the result of comparison among the expectations about
service and perceptions on the performed service that is given to customers (Chun & Nyam-
Ochir, 2020). Remembering the fact of impact of service quality in customer satisfaction and
higher profitability, service providers acknowledge experiences from many sides to measure
and to improve service quality. Service providers try to retain their customers to be in this
competitive market. Service quality has been emerged and recognized as the key strategy
value for gaining competitive advantages to business (Lee et al., 2016). Development of
complex set of restaurant attributes are constantly focusing by the restaurant owners for
providing best dining experiences among customers. Variety of measurement tools and
techniques are deployed to assess service quality among which SERVQUAL by Parasuraman
et al. (1988) is mostly adopted in previous studies. However, to measure service quality in
restaurant settings the most fit and reliable instruments DINESERV, developed by Stevens et
al. (1995), which is a modified version of SERVQUAL dimensions comprised of 29
instruments. The modified version DINESERV is used in this study to empirically assess the
service quality in ten restaurants which is fifteen years old and running with dignity, in Dhaka
city.
Restaurant industry is highly booming its growth towards business sector of Bangladesh.
According to Bangladesh Bureau of Statistics (BBS) on the FY2019, the size of sector is
Tk.2.85 billion (Bangladesh, 2019). However, Dhaka is assembled with around 1000
restaurants listed from both the South and North city corporations of Dhaka metropolitan
(Abrar, 2020, June 13). Modified version of DINESERV is used in this study to empirically
assess the service quality in ten restaurants in Dhaka city, specifically fifteen years old. This
study is intended to bring the most influential service quality dimensions that help these
restaurants to run successfully in industry as well DINESERV will point out those factors that
is needed to be improvised in service quality within, which will also carry out as
recommendations for other kind of restaurants that is struggling to establish. Studies on
assessing service quality in restaurant industry of Bangladesh have been focused by many
researchers, specializing in some certain dinning arrangements: (Hossain et al., 2018;
Hossain, 2019; Huda & Islam, 2019; Islam et al., 2018; Rahman et al., 2012). Most of the
studies are influencing in assessing service quality through SERVQUAL model and very few
using DINESERV, whereas, findings of this study through DINESERV model focusing the
oldest restaurants of mega city Dhaka is very much time befitting for restaurant owners to
develop a deep insights of understanding with customers to uphold their dignity, that will
guide other type of restaurant owners of country and same type of international within. This
study is classified under the brief review of service quality measurement in restaurant
industry, and then it goes with the methodology part with discussions of findings and
followed by the conversations with ends with limitation that directs future scope of the study.
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2. Review of Literature
Service quality is attempted to be the most important issue regarding any business issues.
Managing service quality is a matter of concern (Gogoi & Jyoti, 2020). It is needed for
service quality to enhance business to further. Service quality is represented in various
researches in order to fulfill customers’ demands and to match such with service providers
(Markovic et al., 2013). Service quality model is mostly known as SERVQUAL is a multi-
item scale developed to assess customer perceptions of service quality in service oriented
organization or retail business. SERVQUAL took shape and was developed during the 88’s
byZeithaml et al. (1988), originally developed from the GAP model. These dimensions are
mainly focused on human aspects of service delivery, for measuring consumer perception of
service quality which is known as SERVQUAL , where the dimensions collapsed from 10 to
5 as from early research of the same-
Tangibles- physical facilities, appearance of personnel and equipment
Reliability- ability to perform the promised service dependable ad accurately
Responsiveness- willingness to help customers and provide prompt service
Assurance-ability of the organizations employees to inspire trust and confidence in the
organization through their knowledge and courtesy
Empathy- personal attention given to customer.
SERVQUAL can help to assess the customers’ satisfaction and service quality perceptions in
various ways. It focusses on the core areas that are needed to develop in service quality for
the organization where the management need to focused as it is already said earlier that,
customer satisfaction in given service quality is important to exist in this competitive
economy market.
Customers perception of service experiences are key elements for the success of every
service organizations (Laming & Mason, 2014) and the degree in which customers perceive
every Service’s attributes directly affect customer’s attitude when they are asked to issue an
overall judgment about their experience of the Quality of Service delivered (Brida et al.,
2016). Hence, Knutson et al. (1996)stated perceived service quality as collaboration between
three independent variables as normative expectations predictive expectations and actual
service quality which actually lead to the least expectations of customers on what should
happen , the worth able perceptions of actual service.
According to Adeinat (2019), DINESERV is at big use of measuring restaurants performance
because of its capacity to distinguish overall the quality scores as whole with similar service
under performance. DINESERV is a very well established and trustworthy and very easy
measurement tool of measuring customers satisfaction towards restaurant’s service. In many
research, shortage of measuring service quality with SERVQUAL several limitations have
come up.According to Hansen (2014), the objective of DINESERV is to provide restaurant
operators and its owners a path to have a concrete knowledge about their service quality and
its acceptance to customers. It has an adoption of dimensions from SERVQUAL model and
made fit into restaurant industry, developed by Knutson et al. (1996), whereas it is much
noticeable uses of SERVQUAL in various studies of : (Fu & Parks, 2001; Marković et al.,
2010; Ryu & Han, 2010; Wu & Liang, 2009). Meanwhile, DINESERV is much more
identified as inspiration of SERVQUAL model that finds gap theory model comprises with
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29 items and a performance –based measurement tool to measure the perceptions of service
outcomes (Keith & Simmers, 2013). The 29 items survey instrument includes 10 items
contains in tangibile,5 in reliability,3 in responsiveness,6 in assurance and 5 in empathy.
3. Methodology
This study is going to empirically assess the service quality of ten restaurants of fifteen years
old; settings in Dhaka city. Level of perceptions and expectations among restaurants services
will be empirically tested in this study. Through the following research objectives, this study
is intended to look forward from the selected ten restaurants of Dhaka city.
1. To identify the degree of customers’ expectations regarding restaurants service quality.
2. To determine the degree of customers’ perceptions regarding restaurants service quality.
3. To examine the alterations between perceived and expected service from restaurants.
Following hypotheses have been framed in terms of research objectives:
H1: Empathy is the most important expected service quality dimension of restaurants settings
in Dhaka city.
H2: Empathy is the most important perceived service quality dimension of restaurants
settings in Dhaka city.
H3: A significant difference persists among expected and perceived service quality in
restaurant settings in Dhaka city.
These questions were measured on the basis of 29 attributes of DINESERV model (Knutson
et al., 1996), that consists in extended five dimensions of DINESERV dimensions: tangibles,
reliability, empathy, assurance, responsiveness on ten selected restaurants in Dhaka city
which are fifteen years old, respectively. The given statement have been weighed using five
point likert scale with strongly disagree as 1 and strongly agree as 5. The 150 questionnaires
distributed to selected ten restaurants with the help of restaurants staffs to those participants
that have been willingly participated after dining experience, with the availability of local
food, known as ‘deshi food’ and shahi food which is known as rich food as well. Data
analysis based on number of 110 valid questionnaires, with the response rate 73.3%. A
convenience sampling method deployed to collect data. Statistical package of SPSS 20 used
for analyzing data. To encounter the surveys areas, descriptive, bivariate (paired sample t-
test) statistical analysis were deployed as well (Kothari, 2004). Descriptive statistics used to
get the first two answers that measured the demographic profile to examine the service
quality expectations and perceptions and the last answer was detected using paired sample t-
test to know the how the two scores of perceptions and expectations of service quality are
significantly different.
4. Research Findings
Through descriptive statistical analysis, respondents of demographic variables have been
resulted as shown in the Table 1, whereas important demographics has been chosen, as
income, gender response, different age group matters in response of satisfaction from service
quality of restaurants (Mhlanga et al., 2015). This study has given importance to Gen X, Gen
Y and Gen Z as aged group to persist real scenario and detection of gap from taking certain
age group in studies of (Osman et al., 2018; Polas et al., 2020).
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Table1: Demographic characteristics of respondents (N=110).
Particulars Percentage Particulars Percentage
Gender Age
Male 46.4% 20----30 8.2%
Female 51.8% 30----40 19.1%
Wish not to answer 1.8% 40-----50 38.2%
50-----60 20.9%
60—above 13.6%
Education Level Occupation
Business 20.9%
College 35.5% Service 44.5%
University 59.1% Student 34.4%
None 5.5%
Income (BDT)
15000---- 20000 21.8%
20000----30000 38.2%
30000----above 40%
The above demographic characteristics previewed female respondents (51.8%) which slightly
outnumbered male respondents (46.4%). This study also preferred with respect, those
respondents who do not wish to mention gender and that respondent counted (1.8%) as
valued customers. Education levels were mostly young generation of university level and
college level, whereas some respondents were also found not having educational background.
However, customers’ perceptions and expectation level measured on five-point likert scale
where the higher the scores, the results are positively entitled for the research. Bellow Table
(2) are the results of bivariate statistical analysis inspired from Hossain et al., (2018);
Markovic et al., (2013), following future suggestions made on such studies, whereas original
attributes of DINESERV Knutson et al. (1996)that has been comprised in this study as this is
the very first scenario in the context of restaurants of Dhaka city, in an intention with the best
possible output through comparison for research results of customers’ expectations and
perceptions are illustrated.
Table 2: Expectations and perceptions of customers of service quality in restaurants of Dhaka city.
Expectations Perceptions
Attributes Mean ͣ SD Mean ᵇ SD Gap t-value
TA1- Visually attractive building
2.45 0.992 3.27 0.877 -0.82
exteriors and parking areas. -6.612*
TA2- Visually attractive dining areas 3.29 1.112 3.26 0.925 -0.03 .189
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TA3- Staff members are neat and clean -3.289*
2.83 1.148 2.85 0.727 0.02
with well dress up.
TA4- Décor is maintaining with its image 1.637
3.09 1.17 4.1 0.729 1.01
and price is in range.
TA5- Menu with easily readable 3.73 0.845 3.32 0.908 -0.41 -3.358*
TA6- Visually attractive menu that 4.899*
3.83 0.8 2.22 0.902 -1.61
results the restaurants image.
TA7- Comfortable dining area with space 8.282*
3.23 0.699 2.14 0.67 -1.09
to move around.
TA8- Rest rooms are clean all way 2.23 0.725 3.05 0.696 0.82 .897
TA9- Dining areas are clean . 3.27 0.887 2.84 0.773 -0.43 2.139*
TA10- Seats are comfortable in dining 4.113*
3.24 0.703 2.21 0.863 -1.02
area.
Tangible (Mean) 3.12 2.93 -0.356
RL 1- Serves in promised time. 2.69 0.571 3.18 0.623 0.49 6.067*
RL2- Corrects mistakes quickly. 2.59 0.494 3.88 0.775 1.29 -3.184*
RL3- Can be depend with consistency. 3.45 0.5 4.51 0.714 1.06 -5.023*
RL4- Guests are accurately checked. 2.48 0.52 3.42 0.828 0.94 -12.315*
RL5-Serves food as exactly ordered. 2. 93 1.073 2.33 0.869 -0.6 -6.272*
Reliability (Mean) 2.83 3.46 0.636
RN1- Employees help each other during -4.584*
busy time to maintain prompt and quality 2.96 0.716 4.51 0.714 1.55
of service.
RN2- Deliver quick service 2.54 0.631 3.42 0.828 -0.88 6.032*
RN3- Deliver extra effort to attend -11.284*
2.66 0.494 2.33 0.869 -0.38
special request.
Responsiveness (Mean) 2.72 3.42 0.1
AS1- Ability of employees to answer -.842
2.84 0.711 2.61 0.607 -0.23
your queries entirely.
AS2- You are comfortable and confident -13.017*
3.56 0.516 1.89 0.817 -0.95
dealing with employees.
AS3- Personal who attends to inform 9.385*
about menu items, ingredients and 4.22 0.722 4.22 0.669 -0.11
preparation method.
AS4- You feel safe during your visiting -8.899*
3.53 0.906 3.14 0.772 -0.39
hours.
AS 5- Personnel are well trained, 11.281*
3.31 0.832 2.15 0.68 -1.16
experienced and capable.
AS6- Management supports employees to 12.203*
3.95 0.913 2.59 0.805 -1
ensure their best performance.
Assurance (Mean) 3.57 2.75 -0.64
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EM1- Rather considering rules and 6.838*
regulations, personal handles your 4.86 0.761 3.29 0.746 -1.57
individual needs and wants.
EM2- You are treated specially. 3.16 0.784 3.61 0.755 0.45 5.845*
EM3- Personal needs and wants are 2.155*
3..86 0.804 3.37 0.648 -0.49
anticipated.
EM4- Employees reassure for any kind of -2.243*
3.86 0.76 3.57 0.78 -0.29
misconduct and treat with sympathy.
EM5- Occupy the customers’ best 2.585*
4.22 0.711 3.59 0.682 -0.63
attention in sentiment.
Empathy (Mean) 3.99 3.49 -0.506
Total mean (29 attributes) 3.25 3.21 -0.15
Note: Ranges of expectation Mean ͣ1 to 5; ranges of perceptions Mean ᵇ 1 to 5; SD-standard
deviation and *t-test (2-tailed Sig.) p<0.05.
In comparing research findings of customers ’expectation and perceptions of restaurants
service quality around Dhaka city where it can be decided as customers’ perceptions is lower
than expectations. Overall gap resulted as -0.15 which indicated as the peak level of service
quality. The largest gap identified in assurance (-0.64) and lowest gap identified in tangible
mean (-0.35). In sum up of total 8 out of 29 gaps indicating positively that customers’
expectations have been exceed and they are satisfied in regard of these attributes. Meanwhile,
other 21 gaps that represent negatively have more scope to be developed. In restaurant
services, the dimensions of empathy resulted the highest mean shore in the expectation (3.99)
an in perception as well (3.99) scale, irrespective to that, the lowest mean score resulted in
the dimension responsiveness (2.75). In terms of highest expectation , items recognized as
occupy the best customers attention in sentiment , rather considering rules and regulations
personnel handles individuals needs and wants, personal needs and wants are anticipates,
employees reassures of any kind of mistakes, menu easily readable and menu that that goes
with image of restaurants. From the perception point of view, highest items recognized as
personnel attends customers quarries despite of rules and regulation, customers are treated
specially, employees help each other during busy time, décor is maintaining with price, can
be depend with consistency and corrects mistakes quickly. On the other hand, the lowest
expectation items were recognized as, rest rooms are clean all way, seats are comfortable in
dining area, staff members are neat and clean, serves in promised time, corrects mistakes
quickly, guests are accurately cheeked, serves food exact orders, deliver quick service,
deliver extra effort to attend special request, ability of employees to answer queries entirely.
In the perception, items that are ranked in lowest are: comfortable dining area, customers are
comfortable while dealing with employees, personnel are well trained and experiences,
management support to employees to deploy their best support, ability of employees to
answer queries entirely, deliver extra effort to attend special request, serves food exactly
ordered, seats are comfortable within dining area, dining areas are clean, comfortable dining
areas with space to move, visually attractive menu with image and staff members are neat
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and clean. In the results of table 2, indicate that there are variations which are significant
statistically, in the responses of mean of all 29 attributes. All 25 variables from 29 attributes
of 5 dimensions were significant statistically that confirms hypothesis H³.
5. Conclusion
The aim of this research paper was to investigate empirically service quality of ten restaurants
around Dhaka city, the capital of Bangladesh, through three research objectives. Statistical
analysis has been done to identify the level of expectations and perceptions, as well to
determine the differences among scores. Consequently, all attributes of customers
expectations and perceptions of restaurants service quality of Dhaka city were examines
empirically. Therefore, all hypothesis and research questions were tested and answered.
Descriptive analysis suggests from the results that the items that are importantly belongs to
empathy dimensions with highest scores of means. This indicates that hypothesis H¹ and
hypothesis H² is accepted.
The results of analysis from t-test, which showed differences that is significant among
expectations and perceptions, where the majority of attributes in a room of more
improvement. However, mangers of restaurants need to have special attention different
demographic attitudes of customers as satisfaction differs from each characteristics and that is
what is needed by the managers through their service to be in the competition.
Meanwhile, expectations and perceptions of another largest division of Bangladesh , known
as Chattragram has been developed by Hossain (2019), which only focused fine dining and
fast food restaurants, as well in the paper ofMarkovic et al. (2013), determined reliability as
the most significant dimension in the restaurant settings of Croatia. Using DINESERV model
for measuring service quality of restaurants in Dhaka city is being carried out for the first
time through this study in Bangladesh. This study are significantly important for the
management implication to carefully overlook on the subjects matters to so many negative
impressions on perceptions items that will help to sustain in competitive economy.
However, limitations of this study are selection of restaurants can be more with lowest time
framing. One more limitation can be determined of taking only domestic customers are
respondents whereas , such study can take further, with both national and international
participants in more restaurants, which might flourish the results more generalize as
DINESERV Knutson et al. (1996) is the most fittest instruments to measure service quality in
restaurant settings.
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