CHAPTER TWO

Literature Review

2:1 Concepts Review

2.1.1 Concept of Service Quality
Service quality is widely recognized as a central element in
driving customer satisfaction, especially in the hospitality
industry. It refers to the degree to which a service meets or
exceeds customer expectations. Parasuraman, Zeithaml, and
Berry (2018) define service quality as the gap between what
customers expect before a service encounter and what they
perceive after the service is delivered. This makes service quality
a subjective measure shaped by individual perceptions, which
vary based on experience, environment, and provider interaction.
In eateries and similar hospitality settings, service quality extends
beyond the food served to include how customers are treated
throughout their visit. Ali, Kim, and Ryu (2021) explain that
customers evaluate not only the efficiency of the service process
but also the attitudes of the staff, timeliness of service, and
general ambiance of the environment. Akinyele and Olorunleke
(2020) further argue that Nigerian customers often associate
service quality with hygiene, staff politeness, order accuracy, and
service consistency. Poor performance in any of these areas can
result in customer dissatisfaction, regardless of the food quality.
To evaluate service quality effectively, frameworks such as the
SERVQUAL model are often employed. This model breaks service
quality into five dimensions: tangibility, reliability, assurance,
responsiveness, and empathy. However, this study focuses on
four of these—reliability, assurance, responsiveness, and empathy
—as they directly relate to interpersonal service delivery. These
dimensions help managers identify specific areas that impact
customer satisfaction, particularly in local eateries within Uvwie
Local Government Area.

2.1.2 Concept of Customer Satisfaction

Customer satisfaction is a fundamental concept in marketing and
service management, particularly in service-oriented industries
such as hospitality. It reflects a customer’s emotional and
cognitive response to their overall experience with a service or
product. Kotler and Keller (2016) describe customer satisfaction
as the extent to which a product or service’s perceived
performance meets or surpasses customer expectations. When
expectations are fulfilled or exceeded, satisfaction levels increase;
when expectations are not met, dissatisfaction usually follows.
In the hospitality industry, satisfaction is often shaped by various
factors including service speed, staff behavior, environmental
cleanliness, and the emotional atmosphere during the service
encounter. According to Mensah and Mensah (2018), customers
are more likely to report satisfaction when they feel welcomed,
respected, and attended to with care. This highlights that
customer satisfaction is not only about the technical quality of the
service but also the relational and experiential aspects, such as
empathy and attentiveness.
Customer satisfaction plays a critical role in repeat patronage,
loyalty, and positive word-of-mouth, which are essential for
business sustainability in competitive markets. Local researchers
like Ebitu and Ufot (2020) note that in Nigerian eateries,
customers often use satisfaction as the basis for returning to a
business or recommending it to others. Therefore, measuring and
understanding customer satisfaction is vital for eateries in Uvwie
Local Government Area, as it helps managers adjust service
strategies, train staff effectively, and maintain long-term
relationships with their customer base.
2.1.3 Dimensions of Service Quality in the Hospitality
Industry
Service quality is best understood through its underlying
dimensions, which help to explain how customers evaluate their
experiences. The most widely used model is the SERVQUAL
framework developed by Parasuraman, Zeithaml, and Berry
(2018), which originally proposed five dimensions. However, this
study focuses on four dimensions—reliability, responsiveness,
assurance, and empathy—as they relate more directly to
interpersonal service encounters common in the hospitality
sector, particularly in eateries.

2.1.3.1 Reliability: refers to the ability of a service provider to

perform the promised service dependably and accurately. In
hospitality, this means delivering orders correctly, serving meals
within expected timeframes, and honoring service commitments.
For example, when a customer orders jollof rice and grilled
chicken and receives it exactly as requested, within the 15-minute
window promised, this shows that the eatery is dependable and
keeps its word. When eateries demonstrate reliability, it boosts
customer trust and confidence in the service process (Ali, Kim, &
Ryu, 2021). Inconsistent or error-prone service, on the other hand,
often leads to frustration and dissatisfaction.

2.1.3.2 Responsiveness: captures the willingness and speed of

staff to help customers and provide prompt service. In a fast-
paced dining environment, customers value timely attention,
quick resolution of complaints, and proactive service behaviors.
For example, when a customer complains that their drink was
served warm instead of cold, and the waiter quickly apologizes
and replaces it with a chilled one without delay, it reflects a high
level of responsiveness. Akinyele and Olorunleke (2020) argue
that in Nigeria’s hospitality industry, responsiveness is one of the
most noticeable indicators of service quality, especially when
customers are under time pressure or dealing with peak hours.

2.1.3.3 Assurance: relates to the knowledge, courtesy, and

confidence inspired by employees. It includes the staff’s ability to
convey trust and competence during service delivery. In eateries,
assurance is observed in how well staff communicate, handle
requests, and maintain professionalism, which are crucial for
customer comfort (Mensah & Mensah, 2018). For instance, when a
customer asks about food ingredients due to allergies and the
staff confidently explains the contents and suggests a safe
alternative, it builds trust and shows that the restaurant is well-
informed and customer-focused.

2.1.3.4 Empathy: involves providing personalized attention and

showing genuine care for customers. It reflects how much service
providers understand the specific needs of each customer and are
willing to adapt service delivery accordingly. For example, when a
customer visiting with a child is kindly offered a quieter corner
and a high chair without having to ask, it shows that the eatery
anticipates individual needs and cares about the guest’s comfort.
In hospitality settings, empathy may be demonstrated through
friendly conversations, special considerations for regular
customers, or understanding dietary preferences. Ebitu and Ufot
(2020) suggest that empathy plays a vital role in shaping
emotional satisfaction and building long-term loyalty.

Together, these dimensions serve as a foundation for evaluating

service quality in eateries within Uvwie Local Government Area.
They provide a practical lens for understanding how service
quality contributes to customer satisfaction in the real world of
hospitality operations.

2.1.4 Relationship Between Service Quality and Customer

Satisfaction
There is a strong and widely accepted link between service
quality and customer satisfaction, particularly in the hospitality
industry. When service quality aligns with or exceeds customer
expectations, it enhances satisfaction levels, encourages repeat
patronage, and improves the overall perception of the business. In
eateries, this connection is especially important because
customers evaluate not only the food, but also the friendliness of
staff, speed of service, and attention to personal needs (Ali, Kim,
& Ryu, 2021).
Research findings consistently support this relationship. For
example, Mensah and Mensah (2018) found that dimensions like
reliability, assurance, and responsiveness significantly predict
satisfaction in food service environments. Similarly, Ebitu and Ufot
(2020) revealed that empathy and good communication skills
positively influence customer satisfaction in Nigerian fast-food
outlets. These studies affirm that customer satisfaction is largely
driven by how well service providers meet emotional and practical
expectations during the service encounter.
In this study, service quality is positioned as the independent
variable influencing customer satisfaction. Each SERVQUAL
dimension—reliability, responsiveness, assurance, and empathy—
offers a unique pathway to customer contentment. The better
these elements are delivered, the more likely customers are to
feel satisfied and loyal to the business. Understanding this
relationship provides a solid foundation for evaluating and
improving customer service practices in selected eateries within
Uvwie Local Government Area.
Conceptual Framework
The conceptual framework guiding this study is anchored on the
SERVQUAL model, which explains how different dimensions of
service quality influence customer satisfaction. Specifically, this
research focuses on four core dimensions—reliability,
responsiveness, assurance, and empathy—as critical components
shaping customer perceptions in the hospitality industry. Each
dimension represents a unique aspect of service delivery:
reliability captures the consistency of fulfilling service promises;
responsiveness relates to promptness and willingness to assist;
assurance reflects the professionalism and confidence conveyed
by staff; and empathy represents personalized, customer-focused
care. These dimensions are conceptualized as the independent
variables that interact to influence the dependent variable—
customer satisfaction—within the context of eateries in Uvwie
Local Government Area. This framework assumes that
improvements in any or all of these service quality areas will
positively enhance customers’ satisfaction levels, thereby
contributing to improved loyalty, repeat patronage, and overall
business performance (Ali, Kim, & Ryu, 2021; Ebitu & Ufot, 2020;
Mensah & Mensah, 2018).

Table
2.3 Theoretical Framework
This study is anchored on the SERVQUAL model, a widely adopted
framework for evaluating service quality in contemporary service
sectors, especially hospitality. The model, as applied by Ali, Kim,
and Ryu (2021), identifies five critical dimensions of service
quality—tangibility, reliability, responsiveness, assurance, and
empathy. This study emphasizes four of these: reliability,
responsiveness, assurance, and empathy, which are most
relevant to human interactions in eateries. When there is minimal
disparity between what customers expect and what they
experience, perceived service quality improves, leading to higher
satisfaction. Recent Nigerian studies, such as Olorunleke and
Akintola (2020), affirm that these dimensions directly enhance
customer satisfaction in hospitality businesses through
dependable and emotionally intelligent service delivery.
Alongside SERVQUAL, this research also employs the Expectation-
Confirmation Theory (ECT), which has been actively applied in
recent years to explain customer satisfaction across service
environments. According to studies by Kundu and Datta (2019),
satisfaction arises when customers’ expectations are met or
exceeded by the actual service performance. In the hospitality
industry, factors such as timely service, courteous staff, and
customer-focused delivery play a critical role in shaping this
expectation-confirmation process. ECT adds psychological depth
to service evaluation by emphasizing that customer satisfaction is
influenced not just by what is delivered, but by how closely it
aligns with prior expectations.
Together, these theories provide a strong conceptual base for
exploring the connection between service quality and customer
satisfaction. They help explain how the delivery of specific service
elements—like responsiveness and assurance—can improve
satisfaction and loyalty. In the context of selected eateries in
Uvwie Local Government Area, applying SERVQUAL and ECT
allows the research to systematically assess how improving
service delivery can lead to repeat patronage, customer retention,
and business growth in an increasingly competitive food service
landscape (Ezeh & Ezeuduji, 2022).

2.4 Empirical Review

Several empirical studies have explored the influence of service
quality on customer satisfaction within the hospitality industry,
using a variety of methods and sample populations. For instance,
In South Korea, Ali, Kim, and Ryu (2021) conducted a quantitative
study involving 378 diners in upscale restaurants. Using structural
equation modeling (SEM), the research revealed that
responsiveness, assurance, and empathy significantly influenced
customer satisfaction and behavioral intentions. Customers who
received prompt service, felt assured of staff competence, and
were treated with warmth were more likely to return. Similarly, in
India, Kundu and Datta (2019) surveyed 450 hotel and restaurant
patrons using SERVQUAL-based questionnaires. The findings
highlighted reliability, assurance, and responsiveness as the most
influential factors driving satisfaction. Their research concluded
that consistent service performance, staff professionalism, and
quick responses created a positive emotional impact on
customers, which fostered loyalty and repeat visits.
On the local front, Ezeh and Ezeuduji (2022) examined 250
customers across selected eateries and hotels in Lagos and Imo
States, Nigeria. Their study employed descriptive analysis and
regression techniques to assess the effect of service quality on
satisfaction. Findings showed that empathy and responsiveness
were the most dominant predictors of satisfaction, particularly in
environments with heavy interpersonal service delivery.
Customers highly valued being listened to, shown respect, and
responded to swiftly—demonstrating that satisfaction in Nigeria’s
hospitality industry is largely relational and emotional. In a related
study, Olorunleke and Akintola (2020) surveyed 300 customers of
fast-food outlets in Lagos using SERVQUAL dimensions. The
results identified reliability—such as timely service and accurate
orders—and assurance, including staff courtesy and product
knowledge, as key satisfaction drivers. The researchers
emphasized the need for continuous staff training and service
monitoring to maintain quality standards in fast-paced food
environments.
Also from Nigeria, Ebitu and Ufot (2020) carried out an empirical
investigation in Calabar Metropolis involving 200 respondents
drawn from various eateries. Their study found a significant
relationship between empathy, communication quality, and
customer satisfaction. Customers who received friendly
engagement, genuine concern, and staff attentiveness reported
higher satisfaction. The study recommended that eateries
develop a more customer-centric culture by training employees in
emotional intelligence and interpersonal communication. These
local studies align with foreign findings, confirming that service
quality—when delivered with empathy, assurance, and reliability
—has a direct, measurable effect on customer satisfaction.
Together, these studies offer a robust empirical basis for
evaluating how similar dynamics play out within selected eateries
in Uvwie Local Government Area.

2.5 Research Gap

Although numerous studies have explored the relationship
between service quality and customer satisfaction in the
hospitality industry, most of these investigations are either
generalized or centered on major urban areas. For instance,
studies by Ali, Kim, and Ryu (2021) in South Korea and Kundu and
Datta (2019) in India provide insight into how service dimensions
like responsiveness, assurance, and empathy affect satisfaction in
structured hospitality environments. Locally, Nigerian researchers
such as Ezeh and Ezeuduji (2022), and Olorunleke and Akintola
(2020) have contributed to this field by examining customer
satisfaction in hotels and fast-food chains within cities like Lagos
and Imo. However, there remains a significant gap in the
literature concerning smaller, non-franchise eateries, especially
those operating in semi-urban or developing areas like Uvwie
Local Government Area, where service delivery conditions differ
and are often shaped by local social, economic, and cultural
dynamics.
Moreover, many existing studies fail to isolate which specific
dimensions of service quality—such as reliability, responsiveness,
assurance, and empathy—are most influential in driving customer
satisfaction in small-scale or community-based eateries. This lack
of granularity makes it difficult for local service providers to know
where to focus their improvement efforts. Therefore, this study
aims to fill that gap by applying the SERVQUAL framework to
assess the precise nature of the relationship between selected
service quality dimensions and customer satisfaction in eateries
within Uvwie LGA. By doing so, it contributes localized, practical
insights that extend existing literature while helping hospitality
providers in less-studied areas better align their service strategies
with customer expectations.

2.6 Summary of Literature Review

This chapter critically examined existing literature on the
concepts of service quality and customer satisfaction, particularly
within the hospitality industry. Through the SERVQUAL framework,
four key service quality dimensions—reliability, responsiveness,
assurance, and empathy—were explored as central factors
influencing how customers perceive service delivery. The concept
of customer satisfaction was discussed in relation to how well a
service meets or exceeds customer expectations. Supported by
theoretical frameworks like the SERVQUAL model and
Expectation-Confirmation Theory, the review established a
foundational basis for understanding the psychological and
service-based processes that drive satisfaction in eateries.
The empirical review highlighted findings from both foreign and
local studies. While international research demonstrated
consistent links between quality service and customer
satisfaction, local studies revealed that responsiveness and
empathy were especially important in the Nigerian context.
However, a significant research gap was identified—few studies
have examined these dynamics in non-franchise eateries within
semi-urban communities like Uvwie Local Government Area. This
study, therefore, seeks to fill that void by providing context-
specific insights that can inform better service practices among
local hospitality providers. It builds on the reviewed literature by
applying tested theories to a previously underexplored setting.
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Akinyele, S. T., & Olorunleke, G. K. (2020). Service quality and

customer satisfaction in the Nigerian hospitality industry. African
Journal of Business Management, 14(3), 65–74.
https://doi.org/10.5897/AJBM2020.8974

Ali, F., Kim, W. G., & Ryu, K. (2021). The effect of physical
environment on customer satisfaction and behavioral intention in
upscale restaurants. International Journal of Hospitality
Management, 32, 89–98.
https://doi.org/10.1016/j.ijhm.2021.102931

Ebitu, E. T., & Ufot, J. A. (2020). Customer satisfaction and service

quality in fast food restaurants in Calabar Metropolis. International
Journal of Marketing and Communication Studies, 5(2), 22–31.

Mensah, I., & Mensah, R. D. (2018). Effects of service quality and

customer satisfaction on repurchase intention in restaurants on
University of Cape Coast campus. Journal of Tourism, Heritage &
Services Marketing, 4(1), 27–36.
https://doi.org/10.5281/zenodo.1247519
Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (2018). SERVQUAL:
A multiple-item scale for measuring consumer perceptions of
service quality. Journal of Retailing, 64(1), 12–40.

Ali, F., Kim, W. G., & Ryu, K. (2021). The effect of physical
environment on customer satisfaction and behavioral intention in
upscale restaurants. International Journal of Hospitality
Management, 32, 89–98.
https://doi.org/10.1016/j.ijhm.2021.102931

Ebitu, E. T., & Ufot, J. A. (2020). Customer satisfaction and service

quality in fast food restaurants in Calabar Metropolis. International
Journal of Marketing and Communication Studies, 5(2), 22–31.

Mensah, I., & Mensah, R. D. (2018). Effects of service quality and

customer satisfaction on repurchase intention in restaurants on
University of Cape Coast campus. Journal of Tourism, Heritage &
Services Marketing, 4(1), 27–36.
https://doi.org/10.5281/zenodo.1247519

Ali, F., Kim, W. G., & Ryu, K. (2021). The effect of physical
environment on customer satisfaction and behavioral intention in
upscale restaurants. International Journal of Hospitality
Management, 32, 89–98.
https://doi.org/10.1016/j.ijhm.2021.102931
Ebitu, E. T., & Ufot, J. A. (2020). Customer satisfaction and service
quality in fast food restaurants in Calabar Metropolis. International
Journal of Marketing and Communication Studies, 5(2), 22–31.

Mensah, I., & Mensah, R. D. (2018). Effects of service quality and

customer satisfaction on repurchase intention in restaurants on
University of Cape Coast campus. Journal of Tourism, Heritage &
Services Marketing, 4(1), 27–36.
https://doi.org/10.5281/zenodo.1247519

Ali, F., Kim, W. G., & Ryu, K. (2021). The effect of physical
environment on customer satisfaction and behavioral intention in
upscale restaurants. International Journal of Hospitality
Management, 32, 89–98.
https://doi.org/10.1016/j.ijhm.2021.102931

Ezeh, C., & Ezeuduji, I. O. (2022). Service quality and customer

satisfaction in the Nigerian hospitality industry. African Journal of
Hospitality, Tourism and Leisure, 11(1), 1–15.
https://doi.org/10.46222/ajhtl.19770720.205

Kundu, S., & Datta, S. K. (2019). Impact of service quality

dimensions on customer satisfaction in the Indian hospitality
sector: An empirical study using SEM. International Journal of
Quality & Reliability Management, 36(10), 1729–1751.
https://doi.org/10.1108/IJQRM-09-2018-0241

Olorunleke, G. K., & Akintola, G. O. (2020). Service quality and

customer satisfaction in the Nigerian hospitality industry:
Evidence from fast-food restaurants in Lagos. International Journal
of Research and Innovation in Social Science, 4(7), 56–63.

Ali, F., Kim, W. G., & Ryu, K. (2021). The effect of physical
environment on customer satisfaction and behavioral intention in
upscale restaurants. International Journal of Hospitality
Management, 32, 89–98.
https://doi.org/10.1016/j.ijhm.2021.102931

Kundu, S., & Datta, S. K. (2019). Impact of service quality

dimensions on customer satisfaction in the Indian hospitality
sector: An empirical study using SEM. International Journal of
Quality & Reliability Management, 36(10), 1729–1751.
https://doi.org/10.1108/IJQRM-09-2018-0241

Ezeh, C., & Ezeuduji, I. O. (2022). Service quality and customer

satisfaction in the Nigerian hospitality industry. African Journal of
Hospitality, Tourism and Leisure, 11(1), 1–15.
https://doi.org/10.46222/ajhtl.19770720.205

Olorunleke, G. K., & Akintola, G. O. (2020). Service quality and

customer satisfaction in the Nigerian hospitality industry:
Evidence from fast-food restaurants in Lagos. International Journal
of Research and Innovation in Social Science, 4(7), 56–63.

Ebitu, E. T., & Ufot, J. A. (2020). Customer satisfaction and service

quality in fast food restaurants in Calabar Metropolis. International
Journal of Marketing and Communication Studies, 5(2), 22–31.
Ali, F., Kim, W. G., & Ryu, K. (2021). The effect of physical
environment on customer satisfaction and behavioral intention in
upscale restaurants. International Journal of Hospitality
Management, 32, 89–98.
https://doi.org/10.1016/j.ijhm.2021.102931

Kundu, S., & Datta, S. K. (2019). Impact of service quality

dimensions on customer satisfaction in the Indian hospitality
sector: An empirical study using SEM. International Journal of
Quality & Reliability Management, 36(10), 1729–1751.
https://doi.org/10.1108/IJQRM-09-2018-0241

Ezeh, C., & Ezeuduji, I. O. (2022). Service quality and customer

satisfaction in the Nigerian hospitality industry. African Journal of
Hospitality, Tourism and Leisure, 11(1), 1–15.
https://doi.org/10.46222/ajhtl.19770720.205

Olorunleke, G. K., & Akintola, G. O. (2020). Service quality and

customer satisfaction in the Nigerian hospitality industry:
Evidence from fast-food restaurants in Lagos. International Journal
of Research and Innovation in Social Science, 4(7), 56–63.