Discussion
This study tested a model of customer satisfaction for the
restaurant industry using the transaction-specific framework.
The results suggest that our model satisfactorily explains
customer satisfaction and that full service restaurant owners
and managers should focus on three major elements – service
quality (responsiveness), price, and food quality (or
reliability) – if customer satisfaction is to be treated as a
strategic variable and enhanced.
From the results, it was determined that the
“responsiveness” dimension of service quality was most
important to customers. This multiattribute dimension