Effects of Service Quality and Customer Satisfaction on Revisit Intention in the Dining Industry

This study investigates the effects of service quality dimensions on customer satisfaction and revisit intention in the dining industry in Saudi Arabia. It further examines the mediating role of customer satisfaction and the moderating role of perceived value in these relationships. Using a quantitative research approach, data were collected through structured questionnaires from 302 dining consumers using a snowball sampling technique. Partial Least Squares Structural Equation Modeling (PLS-SEM) was employed to test the proposed research model and hypotheses. The findings reveal that tangibility, reliability, assurance, and empathy have significant positive effects on both customer satisfaction and revisit intention, whereas responsiveness shows no significant influence. Our results reveal that customer satisfaction mediates the relationship between service quality dimensions and revisit intention, except in the case of responsiveness. Additionally, perceived value moderates the relationship between customer satisfaction and revisit intention, highlighting its critical role in strengthening customer retention. These results emphasize the importance of delivering high-quality service experiences and enhancing perceived value to foster customer satisfaction and encourage repeat patronage in the Saudi dining industry. The study provides valuable theoretical contributions to service marketing literature and practical implications for restaurant managers. Future research may extend this model by incorporating additional service quality dimensions such as attentiveness, accessibility, and digital interaction quality, particularly in technology-driven service environments.