The influence of service quality on customer satisfaction and customer retention in restaurant environment.

This study is implemented to examine the influence of service quality on customer satisfaction
and retention in Vietnamese restaurants in London, UK. The study takes consideration,
measures, assessment, and confirms aspects of service quality based on 5 dimensions of
SERVQUAL model (tangibles, reliability, responsiveness, assurance, and empathy) and how they
affect customer satisfaction and retention in the restaurant segment. The research is
executed under the collection of opinions of 100 customers based on six Vietnamese
restaurants in London. Data, findings, as well as tests, are implemented by using SPSS software.
According to hypotheses, scenario research, and method taken for doing the study, it can be
seen that service quality has a positive impact on customer satisfaction and customer retention.
Furthermore, a relationship between service quality and customer satisfaction and customer
retention is demonstrated through the study. The researcher suggests focusing on physical
design, training, and development, issues related to customer satisfaction and retention rate as
well as emphasizing strategic marketing activities to keep customer loyalty and attract more
potential customers.