Inquiry about key dimensions of service qualities and guests satisfaction in restaurants

• Main Authors: Dimitrovski Darko D., Topalović Snežana
• Format: Article
• Language: English
• Published: Srpsko udruženje za marketing 2013-01-01
• Series: Marketing (Beograd. 1991)
• Subjects: service quality; models for measuring the service quality; restaurants; elements of restaurant offers; guests satisfaction
• Online Access: http://scindeks-clanci.ceon.rs/data/pdf/0354-3471/2013/0354-34711303221D.pdf

A lot of marketing experts in catering, restaurants especially, have recently been preoccupied 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 restaurateurs determine factors they will focus on during the making marketing strategy which will supply high level of consumers satisfaction on one side, and long-term profitability on the other side.