Preview

Servqual for Restaurant

Powerful Essays
Open Document
Open Document
4002 Words
Grammar
Grammar
Plagiarism
Plagiarism
Writing
Writing
Score
Score
Servqual for Restaurant
Applicability of SERVQUAL in restaurants: an exploratory study in a Portuguese resort
Vera Patrício (vera.l.patricio@seg-social.pt) Rogério Puga Leal (rpl@fct.unl.pt) Faculty of Science and Technology, Universidade Nova de Lisboa, Portugal Zulema Lopes Pereira (zlp@fct.unl.pt) Faculty of Science and Technology, Universidade Nova de Lisboa, Portugal

SERVQUAL is the most popular instrument to ascertain service quality. However, some debate exists about its ability to characterize different service environments. Furthermore, there is not a consensus about the inclusion of customer expectations in the model. The research presented in this paper intends to discuss the applicability of SERVQUAL to restaurant services and to analyze the inclusion of customer expectations in such environment. The research was developed in a Portuguese resort and more than 300 customers, from two different restaurants, were invited to participate in the study.

Abstract

Introduction
It has been well recognized the crucial role played by service organizations in developed countries, being quality and corresponding customer satisfaction essential to increase the effectiveness, efficiency and competitiveness of these organizations (Leal and Pereira, 2003). Tourism industry has become not only a driver for economic progress of many countries, of which Portugal is a good example, but also a vehicle to approximate people and cultures. Various policies have been issued and several initiatives aimed at improving tourism quality have also been fostered and implemented by private and public organizations all over the world. Despite these facts, it has been acknowledged both by tourists and public authorities that the level of quality has to be enhanced rapidly in all tourism activities, catering included. Being SERVQUAL the most utilized model in service quality research and applications, it seems interesting to analyze how well the SERVQUAL structure can be applied to restaurant services.



References: Carman, James M.(1990) - Consumer Perceptions of Service Quality: An Assessment of the SERVQUAL Dimensions, Journal of Retailing; Vol. 66, No. 1; Spring 1990, pp 33-55. Hair, Joseph, Anderson, Rolph, Tatham, Ronald, Black, William (1995)- Multivariate Data Analysis with Readings, 4ª ed., New Jersey, Prentice-Hall Inc. Johnston, R. (1995), The Zone of Tolerance: exploring the relationship between service transactions and satisfaction with the overall service, International Journal of Service Industry Management, Vol.6 No.2, pp. 46-61. Leal, R P. and Pereira, Z. L. (2003), Service Recovery at a financial institution, International Journal of Quality and Reliability Management, Vol.20 No.6, pp. 646-663. Parasuraman, A., Berry, L. and Zeithaml, V.A. (1991), Understanding customer expectations of service, Sloan Management Review, Spring, pp. 39-48. Parasuraman, A., Zeithaml, V. A. and Berry, L. L. (1988), SERVQUAL: A MultipleItem Scale for Measuring Consumer Perceptions of Service Quality, Journal of Retailing, Vol. 6 No. 1; Spring, pp. 12-40. Walker, J. and Baker, J. (2000), An exploratory study of a multi-expectation framework for services, Journal of Services Marketing, Vol.14 No.5, pp. 411431. Wirtz, J. J. and Bateson, J. E.G. (1999), Introducing uncertain performance expectations in satisfaction models for services, International Journal of Service Industry Management, Vol.10 No.1, pp. 82-99. Zeithaml, Valarie A., Parasuraman, A., Berry, Leonard L.(1990) - Delivering Quality Service: Balancing Customer Perceptions and Expectations; The Free Press, A Division of Macmillan, Inc. 136 Enterprise and Work Innovation Studies, No. 2, 2006 IET, Monte de Caparica, Portugal

You May Also Find These Documents Helpful

  • Better Essays

    Inca Empire Significance

    • 2119 Words
    • 9 Pages

    From 1438 to 1535, the Incan Empire made a historical impact. The Incan Empire was located in South America on the western coast in the present countries of Peru. (Tagle.) Three-fourths of the Empire was located within present day Peru. Since the rule of the Empire did descend through familial ties, the ruling emperor was chosen on account by his family dynasty. (Hutagalung.) The empire of the Incas merits importance and note due to its contributing factors of roads, agriculture, and medicine.…

    • 2119 Words
    • 9 Pages
    Better Essays
  • Powerful Essays

    Parasuraman, A., Zeithaml, V.A. and Berry, L. (1988) ‘SERVQUAL: a multiple-item scale for measuring consumer perceptions of service quality’, Journal of Retailing, 64(Spring), p.p.12-40.…

    • 12778 Words
    • 52 Pages
    Powerful Essays
  • Good Essays

    In George Orwell's “Shooting an Elephant,” deals with the evil side of imperialism. The shooting of the elephant in Orwell's story is the central focus from which Orwell builds his argument through the two dominant characters, the elephant and the British officer. The British officer, acts as a symbol of the imperial country and the elephant is the victim of imperialism. Together, the solider and the elephant turns this into an attack on the evils of imperialism. The shooting of the elephant shows the different aspects of imperialism. The elephant and the British officer help to show the real nature of imperialism. The shooting of the elephant is the incident that reveals that imperialism inflicts damage on both parties in a imperialistic relationship.…

    • 632 Words
    • 3 Pages
    Good Essays
  • Best Essays

    * Wall, E. and Berry, L. 2007. The combined effects of the physical environment and employee behaviour on customer perception of restaurant service quality. Cornell Hotel and Restaurant Administration Quarterly, 481, 59-69…

    • 2701 Words
    • 11 Pages
    Best Essays
  • Powerful Essays

    This research is therefore undertaken to assess the high quality standard of hotel services to attain the satisfaction of the guests.…

    • 6386 Words
    • 26 Pages
    Powerful Essays
  • Powerful Essays

    Many customers, independent of industry, have expectations of the service they want to receive. The rank of their expectations depends on earlier encounters and experience. Providing good service to your customers is essential to a successful business future. Companies within different industries, particularly in hospitality are renowned to become tremendously successful by offering excellent customer service, and thus creating an everlasting image which contributes to the maintaining of high demand for their goods and services. Quality gaps occur when businesses fail to deliver the quality of service expected by their customers, during the so called “moment of truth”. A moment of truth has been defined as the moment where the quality of a service operation is created (Normann, 2002, s. 21). Quality gaps would not exist in an ideal world of hospitality, or any other industry. However they are almost inevitable since different customers have different expectations, and that is why it is very difficult to determine what satisfaction means to each individual customer. This essay will emphasize on the importance of minimizing these quality gaps to sequentially reach and exceed the customers’ expectations of a positive service culture.…

    • 1572 Words
    • 7 Pages
    Powerful Essays
  • Powerful Essays

    - Armstrong, R.W., Mok, C., Go, F.M. and Chan, A. (1997): “The importance of cross-cultural expectations in the measurement of service quality perceptions in the hotel industry”, International Journal of Hospitality Management, Vol.16, No.2, pp.181-190.…

    • 2210 Words
    • 9 Pages
    Powerful Essays
  • Powerful Essays

    Exactly how the restaurant industry creates good quality service experiences has attracted the attention of scholars and practitioners. Some scholars advocate creating high quality service encounters to enhance customer satisfaction. However, recent research has not examined hotel restaurant service, and a detailed understanding of its potential effects on the customer meal experience and customer satisfaction is needed. Consequently, this study of service encounters and restaurant consumer behavior constructed a comprehensive framework via a literature review. Empirical data were collected by a questionnaire distributed to luxury-hotel restaurant customers. The empirical results indicated that restaurant environmental factors and interactions with service employees and other consumers positively influence the consumer experiential value. Additionally, only interactive relationships with service employees directly and positively affect consumer satisfaction. Restaurant environment factors and interactions with other consumers indirectly and positively influence consumer satisfaction through experiential value. Finally, with respect to marketing and development initiatives, the results of this study can help improve the physical attractiveness of the examined…

    • 7244 Words
    • 29 Pages
    Powerful Essays
  • Powerful Essays

    ✓ Ahmed, I., Nawaz, M., Usman, A., Shaukat, M., Ahmad, N., and Iqbal, H. (2010). Impact of Service Quality on Customers ' Satisfaction…

    • 3713 Words
    • 15 Pages
    Powerful Essays
  • Powerful Essays

    Filipino Restaurants

    • 5399 Words
    • 22 Pages

    Service quality is one of the vital determinants of customer satisfaction and it will directly affect the organizational success especially in the service industry such as fast food restaurants (FFRs). Nowadays, almost all the FFRs focus on several ways to increase their service quality in order to increase the level of satisfaction among their…

    • 5399 Words
    • 22 Pages
    Powerful Essays
  • Powerful Essays

    Marketing of Services.Jj

    • 1245 Words
    • 5 Pages

    The second part was concerned with the questions used to assess service quality of the Cafeteria 1. The research instrument designed is based on the five dimensions of service quality and the 16 service items of the SERVPERF model. The developed questionnaire includes two items correspond to the tangibles dimension; three items correspond to the reliability dimension, four items correspond to the assurance dimensions, four items to the responsiveness and four items to empathy. Respondents were asked to indicate their degree of agreement with each of the items on five point likert scale. In this study, customer’s satisfaction on service offered by the Cafeteria 1. It was…

    • 1245 Words
    • 5 Pages
    Powerful Essays
  • Powerful Essays

    for service as a competitive strategy. It was developed at a time when most services were delivered interpersonally and in real time without the advantages (and…

    • 9287 Words
    • 38 Pages
    Powerful Essays
  • Powerful Essays

    The increase of market service among the restaurants industry is getting more challenging and competitive nowadays. The reasons why is the increase of good quality demand from customers, and industries to overcome that have to be competitive in others to increase profitability, by ensuring customers satisfaction. The business dictionary defines customer satisfaction as the level of satisfaction that a company provides in goods or services which are measured by how many time the customer comeback. (BusinessDictionary.com, 2014).…

    • 3448 Words
    • 12 Pages
    Powerful Essays
  • Powerful Essays

    A Study on

    • 4432 Words
    • 18 Pages

    The purpose of this paper is to evaluate the service quality in retail banking in the developing countries in…

    • 4432 Words
    • 18 Pages
    Powerful Essays
  • Powerful Essays

    Maketing

    • 5589 Words
    • 23 Pages

    The propose of this project is about giving away the idea of being extremely polite and serious in this service of restaurants just because someone is paying for it, and creating and building a new relationship between costumer and employee (waiter) with the goal of fidelizing the costumer to the company. We are being focused on the gaps model of service quality proposed by Valarie A. Zeithaml, Mary Jo Bitner, and Dwayne D. Gremler by the chapter of services marketing strategy.…

    • 5589 Words
    • 23 Pages
    Powerful Essays