Measuring Service Quality Perceptions of Restaurant Experiences: The Disparity Between Comment Cards and DINESERV

Abstract

Service quality is an important measure for the success of a restaurant. Comment cards are an attempt by restaurateurs to measure the gap between actual customer perceptions and the service quality restaurateurs believe they are providing. A content analysis of restaurant comment cards was conducted to determine if there is disparity between restaurant comment cards and the DINESERV model developed for measuring perceived restaurant quality. Findings indicate that the restaurant comment cards include all five DINESERV dimensions, but they also include the tangible attributes of the food and overall experience measures that are not included in DINESERV. Comment cards omit questions regarding negative experiences, problem resolution, and individualized attention, which DINESERV includes.

KEYWORDS:

• DINESERV
• comment cards
• service quality
• restaurant
• SERVQUAL