Measurement
The questionnaire asked respondents to evaluate the last full
service restaurant they had frequented. It included perceptual
measures that were rated on seven-point Likert scales. This
design is consistent with prior studies on customer satisfaction
and service quality. Each scale item was anchored at the
numeral 1 with the verbal statement “strongly disagree” and
at the numeral 7 with the verbal statement “strongly agree.”
Multiple items were used to measure each construct so that
their measurement properties could be evaluated on reliability
and validity. The scale items measuring the dependent
variable were chosen to reflect people’s overall satisfaction
with the services provided by the restaurant (see Appendix).
Demographic data were also obtained from the respondents.
We did not use the gap score approach that measures the
difference between perceptions and expectations suggested in
the original SERVQUAL framework due to the problems