The findings arrive at a time when Indonesia’s food service sector is expanding rapidly, particularly in urban centers like Bogor. As competition intensifies, restaurants are no longer judged solely by taste or price. Customers increasingly evaluate the entire dining experience, including how quickly orders are served, how accurately staff handle requests, and how consistently service is delivered. Complaints about delays and order errors have become common, signaling a gap between customer expectations and actual service performance.
Arifin and Simanihuruk address this gap by examining how service quality influences customer satisfaction in a real-world restaurant setting. Their study focuses on Bebek Goreng H. Slamet, a popular duck-based restaurant known for high customer traffic and fast-paced service demands. The research provides valuable insights for similar businesses facing operational pressure during peak hours.
The study uses a quantitative approach with a descriptive-verificative design. Data were collected from 100 restaurant customers using a structured questionnaire with a Likert scale. Service quality was measured using the widely recognized SERVQUAL framework, which includes five dimensions: tangibles (physical appearance), reliability, responsiveness, assurance, and empathy. Customer satisfaction was assessed based on how well the service met expectations and whether customers intended to return.
To ensure accuracy, the researchers conducted validity and reliability tests on the questionnaire and analyzed the data using statistical software. They applied simple linear regression to examine the relationship between service quality and customer satisfaction, allowing them to quantify how strongly one variable influences the other.
The results present a clear and measurable conclusion:
- Service quality and customer satisfaction are both rated in the “high” category by respondents.
- Responsiveness and reliability scored slightly lower than other service dimensions, indicating areas needing improvement.
- Service quality has a positive and statistically significant effect on customer satisfaction.
- The regression coefficient of 0.65 shows that improvements in service quality directly increase satisfaction levels.
- A correlation value of 0.72 indicates a strong relationship between service quality and satisfaction.
- Service quality explains 52% of customer satisfaction, while the remaining 48% is influenced by other factors such as price, product quality, and restaurant atmosphere.
These findings confirm that service quality is not just a supporting factor but a central driver of customer satisfaction in the culinary sector. Even when food quality is strong, inconsistent service can reduce overall customer perception and loyalty.
Jodi Renaldy Arifin of Bogor Tourism College emphasizes that responsiveness and reliability are particularly critical during busy periods. He notes that customers expect fast and accurate service, especially in high-demand restaurants. When these expectations are met consistently, satisfaction increases and customers are more likely to return.
The study also reinforces a broader concept in service management: customer satisfaction is shaped by the alignment between expectations and actual experience. When service performance matches or exceeds expectations, customers develop positive perceptions that influence future behavior, including repeat visits and recommendations to others.
From a practical perspective, the research offers clear guidance for restaurant operators and business managers. Improving service quality does not necessarily require major investments but does demand consistent operational discipline. Key recommendations include:
- Strengthening employee training programs to improve service responsiveness
- Ensuring accuracy in order handling and delivery
- Maintaining consistent service standards across all staff and shifts
- Monitoring customer feedback to identify service gaps
These actions can help businesses build stronger customer relationships and remain competitive in a crowded market.
Beyond the restaurant industry, the findings have broader implications for service-based businesses, including hospitality, retail, and tourism. As consumer expectations continue to rise, service quality becomes a strategic asset that directly influences customer retention and brand reputation.
The study also highlights opportunities for future research. Arifin and Simanihuruk suggest incorporating additional variables such as pricing strategies, product quality, and dining atmosphere to gain a more comprehensive understanding of customer satisfaction. Expanding the research across multiple restaurants or cities could also improve the generalizability of the findings.
URL : https://journalfjst.my.id/index.php/fjst
DOI :https://doi.org/10.55927/fjst.v5i4.66
0 Komentar