The Influence of Service Quality, Perceived Value Pricing, and Hospitality of Waiting Staff on Japanese Restaurants’ Customer Satisfaction

Abstract

The present study was designed to investigate the relative influence of service quality, perceived value pricing and hospitable behavior of waiting staff on customer satisfaction of Japanese restaurants’ customers. Based on customers’ need satisfaction theory, the questionnaires were administered to 293 customers of Japanese restaurants in Bangkok. The correlation analysis between service quality, perceived value pricing, service staffs’ hospitality and customer satisfaction was positive and statistically significant. The multiple regression analysis supported the hypothesis predicting the influential relation between tangible, responsiveness of service quality, perceived value pricing, service staffs’ hospitality and customer satisfaction of the samples. The results supported the important role of food and service quality, value pricing reflected in volume and presentation style as well as staff’s thorough services fulfilling the customers’ needs with remarkable experiences. The implementation of service quality, perceived value pricing and hospitable behavior of waiting staff in relation to restaurants’ customer satisfaction for enhancing restaurants business performance and human resource development was discussed.