Does Customers’ Expectation on Star Rating Always Predict Satisfaction? A Study Done in Kenyan Restaurants

Star rated restaurants serve different types of customers with preconceived ideas of what they expect to receive interms of service. The study examined customers’ expectations in relation to food quality, service quality, ambience and perceived price which results to satisfaction in a meal experience. The results indicated that food quality and ambience was the key attribute for customer satisfaction and perceived price an attribute of dissatisfaction in five star rated restaurants. On the other hand, service quality and perceived price were the main attribute of customer satisfaction in three star rated restaurants. Overall satisfaction results indicated that the three star rated restaurant had the highest mean scores (10.45) followed by four star rated (9.98) and finally five star rated restaurants (9.90). The study recommends improvement on food quality, service quality, ambience and perceived price for restaurants to gain competitive edge. The study also suggests that customers’ views should be considered when rating restaurants.