Investigation of the perceived components of the meal experience, using perceptual gap methodology

A differential questionnaire based upon SERVQUAL was issued to 234 customers at ten foodservice outlets. The results were subjected to factor analysis in order to identify structure within respondents' perceptions of the meal experience. In fact the complex empirical factor patterns which emerged corresponded neither with the expected SERVQUAL model, nor with two other models of the meal experience against which they were tested. Customers also appeared to perceive quality differently at different outlets. However, items concerned with food and with staff seemed to be common elements of the meal experience. The significance of these results and their value as a pointer for further research is discussed.