SERVICE QUALITY DIMENSIONS

IMPACTING CUSTOMER SATISFACTION

OF MODERATE UPSCALE
RESTAURANTS IN SURABAYA
Josephine Moira

Moderate Upscale
Restaurant

Muller and Woods (1994)

Gergory, Wang & Di Pietro(2010)

Moderate upscale restaurants is categorized as

casual dining restaurant or themed restaurants,
that may focuses on themes in menu, service, and
decor. This type of restaurant engages in table
service typically with a menu that is large and
diverse

Leading brand Hard Rock Caf, Papa Rons

Surabaya 1914, Platinum Grill

Foodservice in Indonesia

Dining out culture

Busy lifestyle
Rise of the middle class (consumer class)

Rp 74 billion in 2012 Rp 141 billion in

2020
(Boston Consulting Group, 2015)

Euro Monitor
International, n.d.

Subsector

Full service restaurants

Quick service restaurant

Casual dining
Fine dining
Fast food
Bakery
Ice cream

Cafs/bars
Street stalls/kiosk

Traditional street stalls/ warung

Market Size and Potential

In 2011 200.640 outlets

Source: International Enterprise Singapo

Reasons

Better understanding better decision

satisfaction
Anderson (1996); Sullivian (1993)
Customer satisfaction tends to lead to
customer loyalty
Reichheld (1996)
Acquiring new customers can be 5 times
costlier than retaining them
Hunt (1991)
Dissatisfied customers are able to hurting
the service providers image through
negative word of mouth comments

Research Purpose

To find out the service dimension(s)

which has or have an impact/ influence
on customer satisfaction of moderate
upscale restaurant in Surabaya by using
the five service dimensions of service
quality defined by Parasuraman,
Zeithaml, and Berry (1988).
The service dimensions are
responsiveness, reliability, assurance,
empathy and tangibles.

Research Objectives

To study what customers general

expectation of the services provided by
moderate upscale restaurant by using
Service Quality dimension.
To find out how Service Quality
dimension influence customer
satisfaction

Research Framework

Restaurant owner, manager and those

who are involved in service industries in
Surabaya can utilize this information as
a support to make a better decision
regarding their service quality.