Generation Z’s perspective on restaurant service quality

Abstract

When it comes to dining, Generation Z (Gen Z) consumers bring their own set of expectations that challenge conventional perspectives of restaurant service quality. The purpose of this research was to explore the relevance of DINESERV to the evaluation of Gen Z’s dining experience in the Netherlands. A qualitative multi-case study using semi-structured interviews (N = 7) was conducted. Two rounds of coding and a thematic analysis were performed, using DINESERV as a theoretical framework. Fifteen newly identified factors were added to the 13 existing DINESERV factors that shape Gen Z diners’ expectations and perceptions of restaurants, leading to a total of 28 factors. In addition to the five DINESERV dimensions of “Tangibles”, “Reliability”, “Responsiveness”, “Assurance” and “Empathy”, three new dimensions emerged: “Offer”, “Ambience” and “Image”. By bridging the gap in the literature and proposing a revised DINESERV, the findings provide the foundation for developing a more relevant tool for hospitality practitioners to better understand, attract and engage with Gen Z diners.