Attributes of service quality – A report from Belgrade restaurants

Mladenka Đurović; Aleksandar Božić

doi:10.5937/menhottur2202105D

Authors

Mladenka Đurović Vocational Tourism School, Belgrade, Serbia https://orcid.org/0000-0001-7299-1251
Aleksandar Božić Vocational Tourism School, Belgrade, Serbia https://orcid.org/0000-0002-3148-9684

DOI:

https://doi.org/10.5937/menhottur2202105D

Keywords:

quality, service, restaurants, Belgrade

Abstract

The aim of this paper is analysis of the importance of service quality attributes in the Belgrade restaurants. The data were collected on a sample of 484 respondents, users of restaurant services in Belgrade and analyzed using the statistical package STATISTIKA 5.0. Three dimensions (Staff, Food, Restaurant facility) were formed based on factor analysis. It was found that the respondents? attitudes differ depending on their gender and level of education. The findings can contribute to improving the service quality of the Belgrade restaurants through improvement of the restaurant performances in accordance with the expectations of customers. The most important improvement is to provide food of excellent taste and quality which is better than in other restaurants.

Downloads

Download data is not yet available.

References

Adams, G. A., & Webster, J. R. (2013). Emotional regulation as a mediator between interpersonal mistreatment and distress. European Journal of Work and Organizational Psychology, 22(6), 697–710. https://doi.org/10.1080/1359432X.2012.698057

Aftab, J., Sarwar, H., Sultan, Q., & Qadeer, M. (2016). Importance of service quality in customer satisfaction (A study on fast food restaurant). Entrepreneurship and Innovation Management Journal, 4(4), 161–171.

Akbar, Y. A. A., & Alaudeen, M. S. S. (2012). Determinant of factors that influence consumer in choosing normal full-service restaurants: Case in Seri Iskandar, Perak. South East Asian Journal of Contemporary Business, Economics and Law, 1(4), 137– 145.

Al Ababneh, M. M. (2017). Service quality in the hospitality industry. Journal of Tourism & Hospitality, 6(1), http://dx.doi.org/10.2139/ssrn.3633089

Ali, B. J., Saleh, Akoi, S., Abdulrahman, A. A., Muhamed, A. S., Noori, H. N., & Anwar, G. (2021). Impact of service quality on the customer satisfaction: Case study at online meeting platforms. International journal of Engineering, Business and Management, 5(2), 65–77.

Bharwani, S., & Jauhari, V. (2013). An exploratory study of competencies required to cocreate memorable customer experiences in the hospitality industry. International Journal of Contemporary Hospitality Management, 25(6), 823–843. https://doi.org/10.1108/IJCHM-05-2012-0065

Bi, Y., Choi, S., Yin, J., & Kim, I. (2021). Stress on frontline employees from customer aggression in the restaurant industry: The moderating effect of empowerment. Sustainability, 13(3), 1433. https://doi.org/10.3390/su13031433

Bichler, B. F., Pikkemaat, B., & Peters, M. (2021). Exploring the role of service quality, atmosphere and food for revisits in restaurants by using an e-mystery guest approach. Journal of Hospitality and Tourism Insights, 4(3), 351–369. https://doi.org/10.1108/JHTI-04-2020-0048

Chehab, O., Ilkhanizadeh, S., & Bouzari, M. (2021). Impacts of job standardisation on restaurant frontline employees: Mediating effect of emotional labour. Sustainability, 13(3), 1525. https://doi.org/10.3390/su13031525

Chin, J. B., & Tsai, C. H. (2013). Developing a service quality evaluation model for luxurious restaurants in international hotel chains. Total Quality Management & Business Excellence, 24(9-10), 1160–1173. https://doi.org/10.1080/14783363.2012.661132

?a?i?, K. (2010). Poslovanje hotelskih preduze?a [Business operations of hotel companies]. Beograd: Univerzitet Singidunum.

Dandotiya, R., Aggarwal, P., & Gopal, R. (2020). Impact of food and beverage quality on passenger satisfaction in Indian railways. International Journal of Customer Relationship Marketing and Management, 11(2), 37–52. https://doi.org/10.4018/IJCRMM.2020040103

Delwiche, J. (2004). The impact of perceptual interactions on perceived flavor. Food Quality and Preference, 15(2), 137–146. https://doi.org/10.1016/S0950-3293(03)00041-7

DeVellis, R. F. (2003). Scale development: Theory and applications (2nd ed.). Thousand Oaks, California: Sage.

Djekic, I., Kane, K., Tomic, N., Kalogianni, E., Rocha, A., Zamioudi, L., & Pacheco, R. (2016). Cross-cultural consumer perceptions of service quality in restaurants. Nutrition & Food Science, 46(6), 827–843. https://doi.org/10.1108/NFS-04-2016-0052

Donavan, D. T., & Hocutt, M. A. (2002). Exploring the relationship between the service worker?s organizational citizenship behavior and perceived justice: The impact of customer orientation. American Marketing Association Conference Proceedings 13, 319–320.

Gadelrab, R., & Ekiz, E. (2019). An investigation of key success factors for restaurant operations in Saudi Arabia. Journal of Tourism, Heritage & Services Marketing, 5(2), 27– 35. https://doi.org/10.5281/zenodo.3601673

Gagi?, S., Tešanovi?, D., & Jovi?i?, A. (2013). The vital components of restaurant quality that affect guest satisfaction. Tourism, 17(4), 166–176. https://doi.org/10.5937/Turizam1304166G

Gronroos, C. (1984). A service quality model and its marketing implications. European Journal of Marketing, 18(4), 36–44. https://doi.org/10.1108/EUM0000000004784

Han, H., & Ryu, K. (2009). The roles of the physical environment, price perception, and customer satisfaction in determining customer loyalty in the restaurant industry. Journal of Hospitality & Tourism Research, 33(4), 487–510. https://doi.org/10.1177/10963480093442

Hanaysha, J. (2016). Physical environment as a key success factor for building strong brand equity: A study on restaurant industry. Journal of Research in Business, Economics and Management, 5(5), 686–693.

Jaja, H. P., & Iroegbu, I. I. (2019). Food freshness and temperature and customer patronage of restaurant customers in Port Harcourt. Research Journal of Food Science and Quality Control, 5(1), 24–31.

Johns, N., & Pine, R. (2002). Consumer behavior in the food service industry: A review. International Journal of Hospitality Management, 21(3), 119–34. https://doi.org/10.1016/S0278-4319(02)00008-7

Jovanovi?, V., Bujisic, M., Parsa, H. G., & van der Rest, J. P. I. (2014). What is more important food, service or ambiance? An analysis of operational attributes from Serbian restaurants. 32nd EuroCHRIE conference „Hospitality and Tourism Futures?, Dubai 6-9 October 2014. EuroCHRIE.

Jung-Suk, A., & Soo-Bum, L. (2017). A Study on the effects of employees? emotional labor on customer orientation and business performance in restaurants. Culinary Science and Hospitality Research, 23(8), 67–82. https://doi.org/10.20878/cshr.2017.23.8.007

Kafel, P., & Sikora, T. (2013). The usage of quality management methods and tools in food sector organizations. Food Science Technology Quality, 1(86), 204–216.

Kiatkawsin, K., & Sutherland, I. (2020). Examining luxury restaurant dining experience towards sustainable reputation of the Michelin restaurant guide. Sustainability, 12(5), 2134. https://doi.org/10.3390/su12052134

Kim H.-S. Joung, H.-W., Erin Yuan, Y.-H., Wu, C., & Chen, J.-J. (2009). Examination of the reliability and validity of an instrument for measuring service quality of restaurants. Journal of Foodservice, 20(6), 280–286. https://doi.org/10.1111/j.1748-0159.2009.00149.x

Kim, W., & Ok, C. (2010). Customer orientation of service employees and rapport: Influences on service-outcome variables in full-service restaurants. Journal of Hospitality & Tourism Research, 34(1), 34–55. https://doi.org/10.1177/1096348009344234

Kne?evi?, M., Cerovi?, S., D?ami?, V., & Radojevi?, T (2017). Total quality management implementation and guest satisfaction in hospitality. Amfiteatru Economic, 19(44), 124–143.

Kotler, P., Bowen, J., & Makens, J. (2010). Marketing u ugostiteljstvu, hotelijerstvu i turizmu [Marketing in catering, hospitality and tourism]. Zagreb: MATE.

Lee, S., & Jeong, M. (2012). Effects of e-services cape on consumers? flow experiences. Journal of Hospitality and Tourism Technology, 3(1), 47–59. https://doi.org/10.1108/17579881211206534

Lee, H. E. (2015). Does a server?s attentiveness matter? Understanding intercultural service encounters in restaurants. International Journal of Hospitality Management, 50, 134–144. https://doi.org/10.1016/j.ijhm.2015.08.003

Leonard, D. (2009). Driving customer satisfaction through employee satisfaction using the baldrige criteria to reinforce the connections. Quality Texas Foundation, 1–3.

Marinkovi?, V., Seni?, V., & Dimitrovski, D. (2013). Measuring consumers? attitudes towards service quality in restaurants. Teme, 37(1), 319–338.

Markovic, S., Raspor Jankovic, S., & Dorcic, J. (2011). What are the key dimensions of restaurant service quality? An empirical study in the city restaurant settings. Sustainable Tourism: Socio-Cultural, Environmental and Economic Impact, 235–249.

Miksen, C. (2019). Key Elements of a Successful Restaurant. Retrieved September 27, 2022 from https://smallbusiness.chron.com/key-elements-successful-restaurant-25545.html

Namkung, Y., & Jang, S. (2008). Are highly satisfied restaurant customers really different? A quality perception perspective. International Journal of Contemporary Hospitality Management, 20(2), 142–155. https://doi.org/10.1108/09596110810852131

Pakurár, M., Haddad, H., Nagy, J., Popp, J., & Oláh, J. (2019). The service quality dimensions that affect customer satisfaction in the Jordanian banking sector. Sustainability, 11(4), 1113. https://doi.org/10.3390/su11041113

Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1988). SERVQUAL: A multiple-item scale for measuring consumer perceptions of service quality. Journal of Retailing, 64(1), 12–40.

Park, I.-J., Kim, P. B., Hai, S., & Dong, L. (2020). Relax from job, Don?t feel stress! The detrimental effects of job stress and buffering effects of coworker trust on burnout and turnover intention. Journal of Hospitality and Tourism Management, 45, 559–568. https://doi.org/10.1016/j.jhtm.2020.10.018

Parsa, H. G., Gregory, A., & Terry, M. (2010). Why do restaurants fail? Part III: An analysis of macro and micro factors. Emerging Aspects Redefining Tourism and Hospitality, 1(1), 16–25.

Parsa, H. G., Kreeger, J. C., van der Rest, J. P., Xie, L. K., & Lamb, J. (2019). Why restaurants fail? Part V: Role of economic factors, risk, density, location, cuisine, health code violations and GIS factors. International Journal of Hospitality & Tourism Administration, 22(2), 1–26. https://doi.org/10.1080/15256480.2019.1598908

Parsa, H. G., Self, J., Njite, D., & King, T. (2005). Why restaurants fail? Cornell Hotel and Restaurant Administration Quarterly, 46(3), 304–322. https://doi.org/10.1177/001088040527559

Parsa, H. G., van der Rest, J. P. I, Smith, S. R., Parsa, R. A., & Bujisic, M. (2015). Why restaurants fail? Part IV: The relationship between restaurant failures and demographic factors. Cornell Hospitality Quarterly, 56(1), 80–90. https://doi.org/10.1177/1938965514551959

Rawal, Y.S., & Dani, R. (2017). Next generation trends in food and beverage service sector. International Journal of Management, IT & Engineering, 7(11), 87–92.

Ryu, K., Lee, H. R., & Kim, W. G. (2012). The influence of the quality of the physical environment, food, and service on restaurant image, customer perceived value, customer satisfaction, and behavioral intentions. International Journal of Contemporary Hospitality Management, 24(2), 200–223. https://doi.org/10.1177/109634800935062

Self, J. T., Jones, M. F., & Botieff, M. (2015). Where restaurants fail: A longitudinal study of micro locations. Journal of Foodservice Business Research, 18(4), 328–340. https://doi.org/10.1080/15378020.2015.1068670

Shahzadi, M., Malik, S., Ahmad, M., & Shabbir, A. (2018). Perceptions of fine dining restaurants in Pakistan: What influences customer satisfaction and behavioral intentions? International Journal of Quality & Reliability Management, 35, 635–655. https://doi.org/10.1108/IJQRM-07-2016-0113

Sharma, B., Arora, R., & Kharub, M. (2021). Critical success factors affecting the restaurant industry: Insights from restaurant managers. FIIB Business Review. https://doi.org/10.1177/23197145211042429

Shaw, G., Bailey, A., & Williams, A. (2011). Aspects of service-dominant logic and its implications for tourism management: Examples from the hotel industry. Tourism Management, 32(2), 207–214. https://doi.org/10.1016/j.tourman.2010.05.020

Stevens, P., Knutson, B., & Patton, M. (1995). DINESERV: A tool for measuring service quality in restaurants. Cornell Hotel and Restaurant Administration Quarterly, 36(2), 56–60. https://doi.org/10.1016/0010-8804(95)93844-K

Sulek, J. M., & Hensley, R. L. (2004). The relative importance of food, atmosphere, and fairness of wait the case of a full-service restaurant. Cornell Hotel and Restaurant Administration Quarterly, 45(3), 235–247. http://dx.doi.org/10.1177/0010880404265345

Torres, E. N. (2014). Deconstructing service quality and customer satisfaction: Challenges and directions for future research. Journal of Hospitality Marketing & Management, 23(6), 652–677. https://doi.org/10.1080/19368623.2014.846839

Wilson, N. L., & Holmvall, C. M. (2013). The development and validation of the incivility from customers? scale. Journal of Occupational Health Psychology, 18(3), 310–326. https://doi.org/10.1037/a0032753

Wu, H. C., & Mohi, Z. (2015). Assessment of service quality in the fast-food restaurant. Journal of Foodservice Business Research, 18(4), 358–388. https://doi.org/10.1080/15378020.2015.1068673

Yoon, E., & SooCheong, J. (2005). The effect of financial leverage on profitability and risk of restaurant firms. The Journal of Hospitality Financial Management, 13(1), 35–47. https://doi.org/10.1080/10913211.2005.10653798

Zaibaf, M., Taherikia, F., & Fakharion, M. (2012). Effect of perceived service quality on customer satisfaction in the hospitality industry: Gronroos? service quality model development. Journal of Hospitality Marketing and Management, 22(5), 490–504. https://doi.org/10.1080/19368623.2012.670893

?ivadinovi?, B., & Kne?evi?, M. (2018). Gostoprimsvo u restoranima u Srbiji iz ugla stranih turista [Hospitality in restaurants in Serbia from the point of view of foreign tourists]. Zbornik radova VII Me?unarodnog kongresa HOTELPLAN 2018, Gostoprimstvo kao faktor kvaliteta ponude i konkurentnosti turisti?ke destinacije, Beograd, Srbija, 240–249.