Human Service Matters: A Cross-National Study in Restaurant Industry

The restaurant industry is becoming more important in generating income for many nations and hence the factors affecting the restaurant service performance need to be well managed. Therefore, this paper aims to explore and validate the importance of servicescape, human service, food quality and price from the customers’ perspective. The restaurant customers in Malaysia, South Africa and India participated in the study. Duly completed structured questionnaires were collected. The study reveals that key determinants on satisfaction and loyalty were mainly human service and food quality.