Explain a Service Quality Model with Emphasizing on Customer Satisfaction in the Restaurant Industry with Grounded Theory Approach

The expansion of restaurants and increasing of competition between them has raised the issue of service quality in order to satisfy customers. The present research is qualitative and the research method is Grounded Theory. The tools used for data collection were interview and the statistical population of the study included restaurant managers in Tehran and familiar with marketing science. The snowball method was used for sampling until the theoretical saturation was reached and finally 15 people were interviewed. Data analysis was also done through coding (open, axial and selective).From the results of data coding, 63 concepts and 26 categories were identified. Research model according to the dimensions of the Grounded Theory, ie causal conditions (market research, service competencies, restaurant food hygiene and customer orientation),the main phenomenon (how to supply food to the customer, employee empathy, the physical environment of the restaurant, customer trust and restaurant response)Underlying conditions(existing social conditions, competitive situation, cultural issues, restaurant development and Islamic values), intervention factors (social responsibility factors, customer expectations and customer payment costs), strategies (responding to customer needs, continuous quality management, management strategies), Employee Empowerment and Customer Relationship Management) and Outcomes (Customer Satisfaction, Customer Loyalty, Restaurant Executive Performance, and Customer Purchasing Behavior) were presented.