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Ensuring restaurant quality and guests’ loyalty: an integrative model based on marketing (7P) approach

Previous studies have highlighted the importance of several quality attributes in determining guests’ assessment of restaurant quality and their influence on building guests’ loyalty towards the restaurant service provider. However, no previous study has investigated which marketing quality dimensions (7P) really matter in assessing the quality of the dining experience and influencing the development of guests’ loyalty. The present study was, therefore, designed to develop an understanding of the relationships among these variables. An integrative marketing-oriented model was developed and tested using data collected from guests in the restaurant industry. Results reveal that guests perceive restaurant quality according to three marketing quality dimensions – (1) people, (2) placement, and (3) product (food) and physical evidences – while only the people dimension significantly influences post-purchase behaviour. Research results show that no other marketing dimensions are statistically significant in determining restaurant quality perception and guests’ loyalty development. Implications of the findings and areas for future research are discussed.