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The Relationship between Restaurant Service Quality and Consumer Loyalty among the Elderly

California State University, Chico, yxf6{at}psu.edu

Sara C. Parks

The Pennsylvania State University, sjp3{at}psu.edu

In the United States, the number of elderly is increasing much faster than the overall population of the country. Although this growth presents the restaurant industry with new opportunities, there is evidence that two of three senior patrons express dissatisfaction with service because of mistreatment by restaurant employees. No quantitative research has addressed the influence of service quality on older diners’ behavioral intentions. This study statistically analyzed the relationship between service quality dimensions and restaurant loyalty among elderly customers. An on-site survey was conducted at two family-style restaurants using the SERVQUAL instrument. The major findings were that friendly service and individual attention were more important factors than tangible aspects of service in influencing elderly customers’ behavioral intentions. The results of this study will help restaurant operators improve the specific service quality dimensions that enhance return business.

Key Words: older diners • SERVQUAL • service quality • behavioral intentions • service quality dimensions

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