The Relationship between Drama Metaphor, Service Quality and Customer Satisfaction in Food Industry of Faisalabad (Pakistan)

Purpose: The Drama model in services is used to get awareness of the shared nature of the creation of service processes and it is more helpful for organizations to evaluate the significance of service essentials widely using in service marketing. The main purpose of this research is identification of relationship among drama metaphor, service quality and customer satisfaction. Methodology: In order to collect data, we selected respondents randomly in the population of Faisalabad. The data were collected from 58 individuals of the population through a questionnaire. In order to test the propositions, multiple regression method was used. The results: The result proposes that the relationship between Service Quality and Drama Metaphor is positive. Whereas, positive relationship is also present between Service Quality and Customer Satisfaction. Data supported all the hypotheses suggesting that restaurants and food chains can utilize Drama Model efficiently and effectively in their service procedures. Research Implications: By adopting the research results, food chains and restaurants can get fruitful results and can improve their service structure. Managers can learn how to provide services to the consumers by using drama model and how the dramatic presentation of services adds quality in the service procedures. Results also highlight different aspects of service quality & customer satisfaction. Managers can also aware about the value of creating strong relationship with consumers and can improve acting capabilities of their staff. By doing so managers can produce a strong customer orientation to prevent dissatisfaction in consumers and become more responsive as compared to their competitors. Research Contribution: This study contributes to the existing literature on drama metaphor, as it addresses one of the important strategic issues in this area i.e. service quality and customer satisfaction. This study is equally important for academicians as well as for managers who are responsible to streamline the restaurant?s service arrangement in order to make it responsive and efficient. The strategic framework relevant to quality service strategies helps to provide a road map to cope with unsatisfied consumers.