Vol 4 No 1 (2018)

Exploring the Influence of Service Quality on Purchase Intention (Evidence from RT Restaurant Sukkur)

Neelam Jugwani Ph.D
Research Scholar, Department of Business Administration SALU Khairpur
Prof Dr Muhammad Ismail Soomro
Department of Business Administration, Shah Abdul Latif University, Khairpur
Muhammad Zahid Maitlo
Lecturer Larkana Campus, University of Sindh Jamshoro
Prof Dr Iram Rani Laghari
Department of Business Administration, Shah Abdul Latif University, Khairpur

The purpose of this research is to explore the influence of service quality and purchase intention of customer of RT restaurants of Sukkur. Strategically, researcher use non probability convenient sampling method. Sample of 146 customers in two RT restaurants of Sukkur participate in this research, the results show the higher reliability and validity of tool used in this research. Furthermore, 88.7 percent model is fitted in this research which represents the goodness of the model.This reseach conclude that Tangibility, Responsiveness and Empathy has a positive and significant influence on purchase intention however, results of Relibility and Assurance shows insignificant relation with purchase intention. Moreover, this research shows that higher service quality influence purchase intention of the customer in RT restruant of Sukkur.

SALU-CER Editor in Chief
Working as faculty member in institute of Commerce Shah Abdul Latif University Khairpur since 12 September 1996. At present working as Professor and Director Institute of Commerce of Shah Abdul Latif University Khairpur. Also working as founder Editor-in-Chief of SALU-Commerce & Economics Review since 2015.

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