Journal of Advances in Developmental Research

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Guest Satisfaction with Services and Cuisines at Casual Dining Outlets in Himachal Pradesh: An Empirical Assessment Using Gap Analysis

Author(s) Mr. Vishal Kaushal, Ms. Suryaman Chauhan
Country India
Abstract Purpose. This study empirically assesses guest satisfaction at selected casual dining food outlets in Himachal Pradesh, India, across four evaluative domains: the services offered, the cuisines served, overall guest satisfaction, and the impact of food and services on satisfaction. It also situates these findings within the state's growing food-and-culinary-tourism economy.
Design/methodology/approach. Adopting an exploratory–descriptive design executed through the normative survey method, primary data were collected from 500 guests (300 tourists and 200 non-tourists) selected by simple random sampling and measured on the 30-item, five-point Guest Perception and Satisfaction Measurement Scale (GPSMS; Cronbach's α = 0.913). Each six-item domain was analysed by one-sample t-tests against the scale ceiling of 30 and interpreted through gap analysis and a four-band perception rubric.
Findings. Across all four domains, guests' mean domain scores fell in the ‘high' band (services 21.46; cuisines 21.50; overall satisfaction 21.47; impact 21.46 out of 30) and differed significantly from the ceiling (all p < 0.01), confirming a positive but incomplete level of satisfaction. Within segments, non-tourists scored consistently higher (≈ 23.6) than tourists (≈ 20.1). The results indicate that outlets deliver satisfying food and service while leaving a measurable gap—roughly 28–33% below the ideal—for improvement.
Practical implications. The gap analysis identifies where casual dining operators in the study area can raise satisfaction, and the segment differences caution against a one-size-fits-all service strategy.
Keywords guest satisfaction; casual dining; gap analysis; food quality; service quality; culinary tourism; Shimla; Himachal Pradesh.
Field Business Administration
Published In Volume 15, Issue 2, July-December 2024
Published On 2024-09-07
DOI https://doi.org/10.71097/IJAIDR.v15.i2.2115
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Crossref DOI prefix of IJAIDR is 10.71097/IJAIDR

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