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The effort to understand customer is essential and customer satisfaction measurement tool is needed in today's intensively competitive environment of restaurants. The objectives of this study were to measure customers' expectation and satisfaction of service quality attributes and to identify relatively important attributes for overall satisfaction in restaurants. The questionnaires were distributed to 232 customers at 78 family-style, pizza and fast food restaurants. Statistical data analysis was completed using SPSS for t-test, ANOVA, factor analysis, Pearson's correlation and regression analysis. The results of this study were as follows: 1) four and six- dimensional structures were established from 25 expectation and satisfaction attributes, respectively. 2) Demographic variables and usage characteristics didn't affect on service quality expectation, but expectations were significantly different according to the types of restaurant. 3) Expectation/satisfaction matrix showed different patterns in 3 types of restaurant. 4) 'Quality of food' and 'atmosphere' were the most relatively important attributes for overall satisfaction in restaurants.
