Service Quality And Post-Purchase Intentions In Rinconada Restaurants: Insights For Service Strategy Development

Abstract

This study examined the relationship between service quality and post-purchase intentions in Rinconada restaurants to generate insights for service strategy development. Specifically, it assessed customers' perceived service quality in terms of assurance and empathy, cleanliness, food quality, responsiveness, and tangibles; determined their level of post-purchase intentions; examined differences in perceived service quality across selected profile variables; and determined the relationship between service quality and post-purchase intentions. A descriptive research design was employed involving 268 respondents from one state college in Nabua, Camarines Sur who had dined in Rinconada restaurants. Data were analyzed using descriptive statistics, Analysis of Variance (ANOVA), and correlation analysis. The findings revealed significant differences in perceived service quality when respondents were grouped according to restaurant and reason for visiting, particularly in the assurance and empathy dimension. Furthermore, a significant positive relationship was found between service quality and post-purchase intentions, indicating that higher perceived service quality is associated with stronger intentions to revisit, recommend the restaurant to others, and engage in favorable post-purchase behaviors. These findings provide valuable insights for service strategy development by emphasizing the importance of customer-centered service quality initiatives, particularly in enhancing responsiveness and empathy, to strengthen customer loyalty, encourage positive behavioral intentions, and improve the competitive position of restaurants in the Rinconada area.