Abstract:
ABSTRACT
The ultimate purpose of this research study is to examine the influence of service quality
on re- patronage intention of customers through customer satisfaction in unregistered
restaurants in Arugam bay tourist area. Both primary and secondary data was gathered
in finding the ripostes for research objectives. The primary data was gathered to bridge
the research gap in the existing literature. Primarydata has been gathered through
questionnaires which were distributed among the selected restaurants which established
in Arugam Bay tourist area while secondary data was gathered form the existing
research articles. The study examines the influence of the service quality on re patronage intention through customer satisfaction and the study proposed four major
hypotheses (1) there is a relationship between service quality and re-patronage
intention, (2) there is a relationship between service quality and customer satisfaction,
(3) there is a relationship between customer satisfaction and re-patronage intention and
(4) there is a relationship between service quality and re-patronage intention through
customer satisfaction. The sample population consisting of customers from unregistered
restaurants inArugam Bay tourist area. 150 customers completed the survey. Structural
Equation Modeling and descriptive statistics were used to test study hypotheses. Data
analysis was carried through SmartPLS and IBM SPSS software packages. The results
revealed that there is significant and positive relationship with all the hypotheses. The
findings are expected to help the owners and restaurant managers of restaurants in
Arugam Bay tourist area to address the gaps (customers’ perceived service quality and
actual quality of service in restaurants) and improve satisfaction level as well as
customer re-patronage intention to the restaurants, thereby bringing about repeat
business and improving profits margin as well as market share in tourism and hospitality
service industry in Sri Lanka.
Key words: Service Quality, Customer Satisfaction, Re-Patronage Intention,
Unregistered Restaurants,Structural Equation Modelling, SmartPLS
