Assessment of Public Foodservice Quality in the Municipality of Chișinău Using the SERVQUAL Model: A Comparative Analysis with European Capitals

Abstract

The quality of public foodservice represents a key factor in ensuring customer satisfaction, loyalty, and the competitiveness of the hospitality sector, particularly in emerging markets such as Chișinău. The present study is timely due to the dynamic development of the local HoReCa sector, driven by increased competition, digitalization, and rising consumer expectations. The main aim of this research is to assess the quality of services provided by restaurants in Chișinău, using the SERVQUAL model, which evaluates five fundamental dimensions: tangibility, reliability, responsiveness, assurance, and empathy. The research methodology involved a structured survey applied to 180 consumers across different categories of restaurants, including low-cost, mid-range, and premium establishments. Statistical analysis was conducted to measure perceptions, identify gaps between expectations and actual service delivery, and determine variations across restaurant segments. Additionally, a comparative analysis was performed with data from European capitals such as Bucharest, Vilnius, and Tallinn, allowing for international benchmarking. The results reveal that tangibility and assurance are the most positively perceived dimensions, reflecting investments in interior design, hygiene, and staff professionalism. In contrast, responsiveness and reliability were identified as weaker areas, indicating challenges related to service speed, order accuracy, and consistency. These findings suggest the necessity of staff training, process standardization, and the implementation of digital tools to improve service quality. The study provides actionable insights for restaurant managers and policymakers, contributing to a better understanding of the local foodservice market and its alignment with European standards. UDC: 005.585:641/642(478-25+4-25); JEL: L83, M31, M39, Z13, R19