Abstract:
This study sought to examine the effects of service quality and customer
satisfaction on the repurchase intentions of customers of restaurants on University of Cape
Coast Campus. The survey method was employed involving a convenient sample of 200
customers of 10 restaurants on the University of Cape Coast Campus. A modified DINESERV
scale was used to measure customers’ perceived service quality. The results of the study
indicate that four factors accounted for 50% of the variance in perceived service quality,
namely; responsiveness-assurance, empathy-equity, reliability and tangibles. Service quality
was found to have a significant effect on customer satisfaction. Also, both service quality and
customer satisfaction had significant effects on repurchase intention. However, customer
satisfaction could not moderate the effect of service quality on repurchase intention. This
paper adds to the debate on the dimensions of service quality and provides evidence on the
effects of service quality and customer satisfaction on repurchase intention in a campus food
service context.
