Evaluating Service Quality Dimensions and Their Impact on Customer Satisfaction in Uttarakhand's Food and Beverage Industry

Abstract

This study delves into the evaluation of service quality dimensions and their consequential effects on customer satisfaction within Uttarakhand's food and beverage industry, a vital component of the state's economy and tourism sector. Leveraging the renowned SERVQUAL model, the research endeavors to pinpoint the pivotal service quality aspects that significantly influence customer perceptions and loyalty. By employing a quantitative methodology, including Likert scale-based surveys, data from both local residents and tourists are collected and analyzed. The research seeks to provide comprehensive insights into the distinct factors shaping customer satisfaction within the regional context, thereby bridging a gap in the existing literature. The findings states that by focusing on key dimensions such as reliability, empathy, and responsiveness, businesses can create memorable dining experiences that contribute to customer loyalty and positive word-of-mouth, crucial for sustaining long-term success in the competitive hospitality market of Uttarakhand. The outcomes of this study are anticipated to furnish valuable guidelines for industry practitioners and policymakers, aiding in the enhancement of service strategies and operational efficiencies. Furthermore, the study contributes to the academic discourse by enriching the understanding of service quality dynamics within Uttarakhand's unique socio-economic and cultural milieu.