Impact of DINESERV, Customer Involvement and Customer Variety-Seeking Behavior on Customer Satisfaction

Abstract

The study has aimed to study the effects of DINESERV, customer involvement and customer variety-seeking behavior on customer satisfaction. The research approach is quantitative while itspurpose is explanatory. This study has targeted customers of restaurant industry in Karachi city of Pakistan to collect data using survey method and quantitative questionnaire. The sample size of the study is 314.. This study has utilized partial least square Smart PLS version 3.2.8. Customer involvement has significantly positive relationship with customer satisfaction while DINESERV has positive and significant relationship with customer satisfaction. Similarly, variety-seeking behavior has positive and significant impact on the customer. The results of this study revealed many significance outcomes of developing the customer satisfaction in regards to the restaurants of Karachi. This study helped at a great level to increase the knowledge of the managers to further enhance their services and improve their quality and give some recommendations. Firstly,mangers need to develop a scenario of taking feedback from the customers. Secondly, regarding empathy is to provide the customers with more valuable care and if in any phase the customers feel any kind of problem in their services, the managers should provide the extra deals or activities to share empathy with the customer.

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