Impact Of the Quality of Restaurants Services on Guest's Satisfaction

Abstract

A multitude of factors contribute to quality service in restaurants, classified into dimensions such as tangibles, reliability, responsiveness, assurance, and empathy. Gratifying guests is crucial for retaining current patrons and enticing new ones, resulting in benefits like heightened loyalty and positive word-of-mouth promotion. This, in turn, influences profitability and the restaurant's long-term presence in the market. This paper seeks to analyze the factors impacting guest satisfaction in Kosovo's restaurants, including assessing the quantifiable impact of these factors on overall guest contentment. A structured questionnaire on Five point Licker scale was used to collect the data.The survey covers 200 guests in classic restaurants in different cities in Kosovo. A cross-tabulation of the survey variables was performed, applying the correlation method and multiple regression analysis to determine the direction and strength of each group of factors on guest satisfaction in Kosovo. The study reveals a positive impact of all service quality dimensions on guest satisfaction, including tangible elements (correlation 0.859, determination 0.738), reliability (correlation 0.870, determination 0.758), responsiveness (correlation 0.948, determination 0.889), assurance (correlation 0.876, determination 0.768), and empathy (correlation 0.804, determination 0.646). This underscores the importance for restaurants to focus on these dimensions to retain existing and attract new guests.