ABSTRACT
Development of the catering industry promotes the development of the local economy. Competition between restaurants has changed from product competition and price competition into service competition. More and more customers gain additional value through consumption and personalized service so as to enjoy the greatest satisfaction. In this paper, the SERVQUAL model was used to investigate the quality of service perceived by customers in the catering industry. With the five major dimensions and twenty-one criteria as the factors analyzed through the Analytic Hierarchy Process (AHP), the factors of customer service quality were observed. Based on the results of data analysis, some suggestions were provided to the catering industry to encourage them to provide even better services instead of marketing promotion in order to survive in a competitive market.
