RESTAURANT SERVICE QUALITY: The Impact of Service Quality on Customer Satisfaction in Restaurant Service

In recent years, large international fast food chains have been expanding their presence in the Mongolian market. Previous research in the field of hospitality services in Mongolia, especially food production establishments, has mostly focused on consumer satisfaction with the hygiene, taste, and service quality of the food. However, there is a lack of employee-oriented research on human resources, such as employee work conditions, workload, team atmosphere, incentives, and achievement. Therefore, the purpose of the research work is to reveal the impact of service quality on customer satisfaction. A quantitative method was used to analyze this study. A random sampling method is used to distribute and gather data. 380 participants were involved in this study. This research was conducted to determine the assessment of employees' job satisfaction, whether the perceived performance of service quality differs from their expectations, and to detect the interaction between variables such as service quality and customer satisfaction. As a result of the research, the level of service quality is average (3.63), and the indicators of service quality that need to be improved are prompt service (-0.89), sincere attention to customer requests (-1.39), problem solving (-1.05), always being ready to help customers (-0.91), and friendly and polite communication (-1.30). The findings indicated, as a whole, that the customers’ perceptions of service quality provided by the fast food industry were lower than their expectations, and the gap between customers’ expectations and perceptions (-0.67) was significant. Results show that service quality has a positive impact on customer satisfaction.