Investigating the Effect of the Service Quality Attributes on Diner Satisfaction and Post-dining Behavioral Intention in the Chinese Restaurant Setting

In the setting of a Chinese restaurant in Bangladesh, the current study seeks to investigate the influence of three service quality indicators on diners' satisfaction and the impact of satisfaction on customers' behavioral intention. The author utilized an online survey to obtain primary data from 212 customers who had eating experience in a Chinese restaurant in Bangladesh for the aim of the study. The gathered data was analyzed using SPSS version 22. Reliability analysis, descriptive statistics, correlation, multiple regression analysis, and hypothesis testing were among the statistical methods utilized. The findings show that three aspects of service quality (food, atmosphere, and employee service) have a positive and substantial impact on diners' satisfaction, and that diners' contentment has a strong positive impact on their behavioral intentions. Both conceptually and practically, the research findings are significant. The findings might help restaurant management improve customer happiness and behavior intention (e.g. positive loyalty, WOM, and revisit intention)