A Monthly Double-Blind Peer Reviewed Refereed Open Access International e-Journal - Included in the International Serial Directories. International Research Journal of Marketing and Economics (IRJME)ISSN: (2349-0314) 44 | Page A LITERATURE REVIEW ON FACTORS AFFECTING SERVICE QUALITY IN RESTAURANTS Prof. Kalgi Shah, Assistant Professor National Institute of Cooperative Management, NICM-SJPI, Gandhinagar, Nr. Indroda Circle, Gandhinagar-382007 Gujarat & Dr. A N Sanghvi, Director (Development) Faculty of Management Studies, C.U.Shah University, Surendranagar - Ahmedabad Highway, Nr. Kothariya Village, Wadhwan, Gujarat 363030 & Dr. Mamta Brahmbhatt, Associate Professor B.K. School of Business Management , Gujarat University, Navrangpura, Ahmedabad-380009,Gujarat ABSTRACT The major objective of any service is to meet need of the customers. Due to unique characteristics of services, measurement of service quality becomes very subjective. But researchers have explored the area and have developed various instruments to measure the quality of the services. This paper attempts to study all research instruments, scale and techniques. The major focus of this paper is on “Restaurant Services”. The paper tries to summaries different dimensions and attributes pertaining service quality of Restaurants. Published research papers on service quality were collected from online data base and journals from libraries. Key Words: Service Quality, Scales and Instruments, SERVQUAL, DINSERVE 1. Introduction Food, Shelter and Water, these three things are essential for mankind to survive. When it comes to food, we can note the change in the eating patterns of people starting from the era of hunting and gathering for food. By the time the consumption of fast-food is increased. Therefore the International Research Journal of Marketing and Economics Vol. 4, Issue 5, May 2017 Impact Factor- 5.671 ISSN: (2349-0314) © Associated Asia Research Foundation (AARF) Website: www.aarf.asiaEmail : editor@aarf.asia, editoraarf@gmail.com