Investigating the Relationship between Service Quality and Customers’ Repurchase Intention (Case Study: Zarin Mashregh Zamin Restaurant)

Authors

  • Mehdi Garmsiri
  • Mohammad Jalal Kamali

Abstract

Objective: Providing quality services to the customer for the food and restaurant industry is definitely among the strategic topics of this period. This paper has been conducted aiming to investigate the relationship between service quality and the repurchase intention of the customers of the Zarin Mashregh Zamin Restaurant.

Research Method: The present research that is of descriptive - correlation type was conducted as cross-sectional among all the customers of the Zarin Mashregh Zamin Restaurant in 2019. According to the Cochran formula, the sample size was estimated 384 people who were selected randomly. In order to collect data, the SERVQUAL service quality questionnaire of Mohammadi et al, 2009), with 22 questions with the validity and reliability of 0.89 and 0.91, respectively, and customers' repurchase intention questionnaire of (Jahanbin, 2012) with 5 questions and the validity and reliability of 0.92 and 0.87, respectively were used. Statistical analysis was performed using two-variable linear regression test at the significance level of 0.05 using SPSS22 software.

Findings: Based on the results, the t-test statistic was greater than the critical value of 1.96, so it can be said that the observed standard beta coefficient is positive and significant between service quality (0.456), tangible factors (0.337), reliability (0.350), responsiveness (0.325), assurance (0.478) and empathy (0.318) with the repurchase intention of the customers of the Zarin Mashregh Zamin Restaurant.

Conclusion: The results obtained from the data analysis show that there is a significant relationship between the service quality and the repurchase intention of the customers of the Zarin Mashregh Zamin Restaurant. Considering the research results, some suggestions were also presented.

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Published

2019-12-31

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Section

Articles