Analysing the expectation vs. satisfaction gaps and prioritising dimensions of service quality for middle-class restaurant sector

Service quality plays an important role in ensuring customer satisfaction and hence attaining competitive advantage for restaurant business. To bridge literature gap, this study prioritises SERVQUAL dimensions for middle-class restaurants in Malaysia and also investigates customer service quality perceptions and gaps. Data collection included 222 customers for performing gap analysis and 30 respondents for prioritisation of SERVQUAL dimensions. Analytic hierarchy process, descriptive analysis, ANOVA, and t-tests were used for data analysis. Results revealed the largest gap in reliability, while tangibles and assurance had the smallest gaps. No significant SERVQUAL gap differences were found among customer groups based on demographics. Responsiveness was ranked as the most important SERVQUAL dimension, followed by reliability with tangibles and empathy ranked lower. The results provide guidelines to the managers of middle-class restaurants to design their restaurants and enhance delivery of services. In particular, managers should prioritise creating a welcoming atmosphere through staff training, inclusive language, and supportive policies.