Inquiry About Key Dimensions of Service Qualities and Guests Satisfaction in Restaurants
Ispitivanje ključnih dimenzija kvaliteta usluge i satisfakcije gostiju u restoraterstvu
Abstract
A lot of marketing experts in catering, restaurants especially, have recently been preocupied by measuring the service quality. Business in competitive and turbulent surrounding requires that restaurants continually improve their products, which is based on guests specific demands and wishes. Comprehension of how consumers see catering offer and research on factors that determine consumers satisfaction are the key for achieving business aims. The aim of this study is an identification of key components of service qualities which restaurants and their influence on guests satisfaction offer. Measures of descriptive statistics, explorative factor and multiple regressive analysis were used in order to achieve the aims of the research. The facts were collected by using the survey. Results of the research highlight 3 key elements of the service quality that restaurants offer and those are: professionalism of personnel, understanding of guests, paying individual attention and meeting specific demands. The first two components include attributes that evince statistically important influence on guests satisfaction. Finds of conducted survey help managers and restauranteurs determine factors they will focus on during the making marketing strategy which will suplly high level of consumers satisfaction on one side, and long-term profitability on the other side.
Apstrakt
Merenje kvaliteta usluge poslednje vreme zaokupljuje pažnju mnogih marketinških eksperata u ugostiteljstvu, pre svega u oblasti restoraterstva. Poslovanje u konkurentskom i turbulentnom okruženju zahteva da restorani kontinuirano unapređuju svoje proizvode i usluge, a na osnovu specifičnih potreba i želja gostiju. Shvatanje kako potrošači percipiraju uslužnu ponudu i istraživanje faktora koji određuju zadovoljstvo potrošača je ključ za ostvarivanje poslovnih ciljeva. Cilj ove studije je identifikacija ključnih komponenti kvaliteta usluga koje pružaju restorani i njihov uticaj na satisfakciju gostiju. Da bi se ispunili ciljevi istraživanja korišćene su mere deskriptivne statistike, eksplorativna faktorska i višestruka regresiona analiza. Podaci su prikupljeni metodom ankete. Rezultati istraživanja ističu tri ključna elementa kvaliteta uslužne ponude restorana, a to su profesionalnost zaposlenih, razumevanje gostiju i poklanjanje individualne pažnje i ispunjenje specifičnih zahteva. Atributi koji su uključeni u prve dve komponente ispoljavaju statistički značajan uticaj na satisfakciju gostiju. Nalazi sprovedene studije pomažu menadžerima i vlasnicima restorana da utvrde faktore na koje će se fokusirati prilikom kreiranja marketinške stategije, a kojom će se obezbediti visok nivo satisfakcije potrošača, s jedne strane, kao i ostvariti dugoročna profitabilnost, s druge strane.
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