Psychographic Measures of Service Quality of Family-Style Restaurants
DOI:
https://doi.org/10.14738/abr.24.271Abstract
Understanding overall quality of service, particularly if it regards to fulfilling customers’ needs and exceeding expectations is crucial in food and beverage service operations. The primary purpose of the study was to determine the psychographic measures of service quality of family style restaurants in Davao City. There were a total of one-hundred respondents participated in the study. Demographic characteristics of the respondents were examined to explore effects in the perceived quality of service. Majority of the respondents were male, young professionals. Data were collected by means of validated questionnaires. Using exploratory factor analysis, results revealed three components explaining service quality of family style restaurants which include tangibility, reliability and supply reliability. Findings suggest that preference of family style restaurant is influenced by the provision of service as promised, convenience of the restaurant’s location, and the availability of the staff in handling guests’ requests. While the study found no gender and education based differences, there were marked differences across age groups.
Keywords: service quality, psychographic measure, tangibility, reliability, family style restaurants, factor analysis
References
. Aaker, J. D. (2001). Contact management and customer loyalty. Journal of Financial Services Marketing, 8(1), 71–78. Retrieved January 13, 2014 from www.theseus.fi/bitstream/handle/10024/46914
. Andaleeb, S. S. & Conway C. (2006). Customer satisfaction in the restaurant industry: an examination of the transaction-specific model. Journal of Services Marketing, 20 (1), 3-11. Retrieved January 15, 2014 from www.foodservicewarehouse.com/.../restaurant...quality...service
. Anderson, C. J. (2004). Searching for a consensus on the antecedent role of service quality and satisfaction: An exploratory cross-national study. Journal of Business Research, 51(1), 53–60. Retrieved January 13, 2014 from www.theseus.fi/bitstream/handle/10024/46914
. Chen, P. A. (2002). A contingency framework for predicting causality between customer satisfaction and service quality. Advances in Consumer Research, 22(1), 101–108. Retrieved January 15, 2014 from www.foodservicewarehouse.com/.../restaurant...quality...service
. Fu, Y.F. & Parks, S. C. (2001). The relationship between restaurant service quality and consumer loyalty among the elderly. Journal of Hospitality & Tourism Research, Vol 25 no. 3320-326. Retrieved from http://jht.sagepub/content/25/3/320.abstract.
.Hellstrand, P. (2010). Guest’s quality perception. Retrieved from www.hospitalitynet.org/news/4047237.html
. Jangga, R., Sahari, N. & Basir, N. (2012). Factors determining the level of satisfaction experienced by customers who visit family chain restaurants. 3rd International Conference on Business and Economic Research (3rd ICBER 2012) Proceeding. Retrieved from www.internationalconference.com
. Jasmina, B. (2008). The relationships between service quality, customer satisfaction and buying intentions in the private hospital industry. South African Journal of Business Management, 35(4), 27–37.
. Kim, W. G. K., (2009). Influence of institutional DINESERV on customer satisfaction, return intention and word-of-mouth. International Journal of Hospitality Management, 28, 10-17. Retrieved January 8, 2014 from web.stcloudstate.edu/brklemz/servqual-1.doc
. Liu, Y. & Jang. S. (2009). Perceptions of Chinese restaurants in the U. S.: What affects customer satisfaction and behavioral intention? International Journal of Hospitality Management, 28, 338-348. Retrieved January 8, 2014 from web.stcloudstate.edu/brklemz/servqual-1.doc
. Markovic, C. K. (2004). The relationships among quality, value, satisfaction and behavioral intention in health care provider choice. Journal of Business Research, 57(8), 913–921. Retrieved March 2, 2014 from www.decisionsciences.org/Proceedings/DSI2008/docs/182-8380.pdf
. Oxford Dictionary (2014). Definition of American English and family style restaurant. Retrieved from http://www.oxforddictionaries.com/us/definition/american_english/family-style.
. Parasuraman, A., (1985). A conceptual model of service quality and its implications for future research. Journal of Marketing, 49, 41–50.
. Peri, C. (2006). The universe of food quality. Food Quality and Preference, 17 (1-2), 3-8. Retrieved December 13, 2013 from umu.diva-portal.org/smash/get/diva2:327600/FULLTEXT01.pdf
. Pun, J. J. and Ho, G. (2001). Assessing the effects of quality, value, and customer satisfaction on consumer behavioral intentions in service environments. Journal of Retailing, 76(2), 193–218. Retrieved January 3, 2014 from www.itsm.ucdavis.edu/sites/default/files/.../SERVQUAL
. Robinson, S. A. (2009). Measuring service quality: A reexamination and extension. Journal of Marketing, 56(3), 55–68. Retrieved January 3, 2014 from www.itsm.ucdavis.edu/sites/default/files/.../SERVQUAL
. Stevens, T. L. (1995). An assessment of the relationship between service quality and customer satisfaction in the formation of consumers’ purchase intentions. Journal of Retailing, 70(2), 163–178. Retrieved February 2, 2014 from www. lms.ctu.edu.vn/.../chat_luong_dich
. Tamayo, A. (2011). Psychographic measure of service quality of fastfood chain in Davao City. African Journal of Marketing Management, Vol. 3(9), pp. 219-225, September 2011. Retrieved from http://www.academicjournals.org/AJMM.
. Vasile, D. C. (2009). Customer contribution to improving service quality in the hospitality industry. Amfiteatru Economic, Vol XI, No. 26, June 2009. Retrieved from www.amfiteatrueconomic.ro/temp/article_885.pdf.
. Victoria, R. N., and Paragua, J. H. (2007). A multistage model of customers’ assessments of service quality and value. Journal of Consumer Research, 17(4), 375–385. Retrieved January 3, 2014 from itsm.ucdavis.edu/sites/default/files/.../SERVQUAL
. Wishna, V. (2000). Great expectations. Restaurant business, 99 (1), 27-30. Retrieved February 1, 2014 from www.emeraldinsight.com/journals.htm
. Wu, C. H. & Liang, R. (2009). Effect of experiential value on customer satisfaction with service encounters in luxury-hotels restaurants. International Journal of Hospitality Management, 28, 586-593. Retrieved January 3, 2014 from itsm.ucdavis.edu/sites/default/files/.../SERVQUAL%20case%20study.p
. Zeithaml, V. A., (1990). The behavioral consequences of service quality. Journal of Marketing, 60(2), 31–47. Retrieved January 3, 2014 from itsm.ucdavis.edu/sites/default/files/.../SERVQUAL%20case%20study.p
. Zopiatis, A. & Pribic, J. (2007). College students’ dining expectations in Cyprus. British Food Journal, 109 (10), 765-776. Retrieved January 3, 2014 from itsm.ucdavis.edu/sites/default/files/.../SERVQUAL
