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Growing competition in the hospitality sector and the need to remain customer focused impose the need to provide excellence in service and quality to retain and propagate customers. Restaurants and cafes in Hamilton (the fourth largest city in New Zealand) are no different to experience this competitive environment. This study attempts to assess the service experience expectations and perceptions of restaurant and cafe goers in Hamilton. It draws upon the responses of 340 respondents to examine their expectations and actual experiences of dining out in a restaurant or cafe. The findings, in revealing the actual experience of the restaurant goers, indicate mostly above average performance but also suggest differences in their actual experience based on gender and age groups. The findings are expected to help the owners of restaurants and cafes to address those gaps and improve the satisfaction rate from their customers, thereby effectuating repeat business and improving profits.
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