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Snjeana Gagi*, Dragan Teanovi*, Ana Jovii*

Received: September | Accepted: November

Abstract

Nowadays, he end o dining in resurans has become qui prominen in Serbia. Frequen resu-ran visis are no only he reflecon o sasying hedonisc needs, bu also he resul o increasing

number o single-person households as well as adjusmen o he European business hours.

In an increasingly compeve environmen, resurans mus be ocused on guess using markengconceps ha ideny heir needs hus leading o heir sasacon and increased renon.

Service quali is undamenl componen which produce higher levels o gues sasacon, which inurn lead o higher sales revenue.

Te main purpose o his sudy was o examine he quali dimensions ha affec gues sasacon inresuran indusy. Food and beverage quali, he quali o service delivery, physical environmenand price airness are analyzed as a key componens o resuran experience.

Te resuls could be helpul ool or resuran managers o inves heir resources more efficienly,making changes o crucial quali atibus ha elici he guess sasacon level. A managemenapproach ocused on gues sasacon can improve resuran business perormance.

Key words:resuran, quali, sasacon, guess

Introduction

Te resauran indusy is connuously growing worldwide. As he number o resaurans

increase, people have many opons or choosing a resauran. When guess dine ou a a res-

auran, hey cognively evaluae wha hey experience. Among he poenal candidaes,

perceived quali has been generally acceped as he oremos aneceden o cusomer sas-acon (Dabholkar e al., ). Like mos service indusies, he imporance o perceived

quali has been recognized in he resauran indusy as well (Oh, ).

In he resauran indusy, guess generally use ood, physical environmen, and employ-

ee services as key componens o resauran experience in evaluang he resauran service

TURIZAMVolume , Issue - ()

The Vital Components of Restaurant Quality

that Affect Guest Satisfaction

* University of Novi Sad, Faculty of Sciences, Department of Geography, Tourism and Hotel Management, Trg DositejaObradovia , Novi Sad, Serbia; Corresponding author: [email protected].

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TURIZAM | Volume , Issue , - ()

Snjeana Gagi,

Dragan Teanovi, Ana Jovii

quali (Chow e al., ; Namkung and Jang, ). A proper combinaon o hese vial

aibues should resul in guess percepons o high resauran service quali, which in

urn should enhance heir sasacon and loyal.

I was confirmed by diverse researches ha cusomer sasacon is direcly relaed o

profiabili o organizaon (Luo, Homburg, ). Improving he quali, as well as devel-

opmen o measures, ac as precondions or surviving modern marke condions andachieving successul business resuls (Blesic, esanovic, Psodorov, ).

Resaurans depend on he proper managemen whose educaon and aining sysem is

becoming increasingly imporan in order o mee he wans, needs and guess expecaons,

and hus ensure heir sasacon. Despie he imporance o oodservice quali, managers

know relavely lile abou how he combined effecs o resauran service quali (physical

environmen, ood, and service) elici resauran image, gues perceived value, and sasac-

on, which, in urn, affec gues behavior.

Resauran guess decide upon he quali sandards which are ulfilled, and managers

who does no recognize his will experience decrease in volume o business and heir cliens

will go o compeon. Cusomer expecaons are very imporan because, in case hey are

no me, guess will leave he premises quiely or spread negave rumors abou he resau-ran. Wih his in mind, i may be concluded ha sasacon is creaed by delivering addi-

onal values.

Te paper aim was o invesgae he acors affecng gues sasacon in he resau-

ran indusy as well as o show insumens designed o measure service quali in caer-

ing indusy.

Building an inclusive view o quali as applicable o resaurans is a pressing concern

because i will enable resauran managers, wihin heir limied resources, o priorize deci-

sion-making ha ocuses on key quali aibues.

Customer satisfaction and perceived quality

Cusomer sasacon is defined as a cusomers overall evaluaon o his or her purchase

and consumpon experience o a good or service (Johnson e al., ). In addion, per-

ceived quali reers o consumers judgmen abou he perormance o produc or service

(Zeihaml, ). Researchers in markeng generally agree ha sasacon and perceived

quali are wo o he mos undamenal elemens in effecve service managemen (Rus,

Oliver, ) as well as highly iner-relaed (Biner, Hubber, ).

Mos research confirmed ha cusomer sasacon is direcly relaed o profiabili o

organizaon (Luo, Homburg, ; Blesic, esanovic, Psodorov, ; Marnez-ur, e al.,

) so i is imporan o ideny all acors which affec i.

aking ino accoun heerogenei o services in resauran indusy and personal dimen-

sion o heir realizaon, i is exemely difficul o reach oal cusomer sasacon. Measure-men o sasacon enables finding ou wha is mos imporan or users o services, learn-

ing how hey perceive an organizaon and, evenually, defining priories or improvemen

in order o increase cusomer sasacon level and hereby profiabili o an organizaon.

Te naure o he relaonship beween cusomer sasacon and service quali has

received much aenon in he services markeng lieraure. Because o he similari

beween he wo consucs, researchers have wondered wheher service quali evaluaon

and cusomer sasacon are idencal (Iacobucci e al., ). Sasacon and perceived

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The Vital Components of Restaurant Qualitythat Affect Guest Satisfaction

quali are highly iner-relaed because perceived quali is one o he core deerminans o

overall sasacon. I is generally assumed ha he key o gaining an advanage lies in deliv-

ering high-quali service ha will, in urn, lead o sasfied cusomers (Han, Ryu, ).

Instruments designed to measure service quality in catering industry

From he review o lieraure on quali, i has been ound ha early research effors concen-

aed on defining and measuring he quali in he manuacuring secor. Tough sysema-

ic quali effors sared in he manuacuring secor in he s, research in services sar-

ed o grow in he lae s in several pars o he world (Gummesson, ). According o

Zeihaml e al. () service quali canno be objecvely measured as can manuacured

goods and hereore i remains a relavely elusive and absac consuc. Te evaluaon o

quali or services is more complex han or producs because o heir ininsic naure o

heerogenei, inseparabili o producon and consumpon, perishabili and inangibili-

(Frocho and Hughes, ).

Te Parasuraman, Zeihaml, and Berry sudy suggesed ha cusomers perceive servicequali in erms o en poenally overlapping dimensions. Subsequen analysis o he dimen-

sions o service quali led o a five-acor model and accompanying scale, SERVQUAL, ha

has become he gold sandard o service-quali measuremen. SERQUAL is consised o

our inangible and one angible consuc. Te inangible consucs include reliabili (e.g.,

abili o perorm he service accuraely and dependably), responsiveness (e.g., willingness

o help cusomers and provide promp service), assurance (e.g., couresy o employees and

abili o creae us and confidence in cusomers), and empahy (e.g., caring, individual

aenon o cusomers). Te angibles consuc addressed he physical acilies, equipmen

and appearance o personnel.

Nam and Lee () invesgaes he acors influencing oreign avelers sasacon

wih adional Korean resaurans. Using a modified SERVQUAL scale, hree dimensions

o service quali (inangibles, angibles, and ood) as well as expecaon and value or

money appear o posively influence hem. Furhermore, oreign avelers sasacon has a

posive influence on boh heir inenon o revisi and heir inenon o recommend.

oday, here are numerous models ha are used o improve he quali o service in he

hospiali indusy, including some exclusively creaed or resauran indusy.

Chronologically, ollowing models were used: LODGSERV (Knuson e al., ),

DINESERV (Sevens e al., ), HOLSERV (Mei, Dean, & Whie, ), ANGSERV

(Raajpoo, ) and DINESCAPE (Ryu & Jang, ). Te mos used ools in resauran

indusy ulized o define and measure service quali are DINESERV and DINESCAPE.

Te LODGSERV is an insumen designed o measure service quali in he hoel indus-

y. In his model five service quali dimensions emerged, among hem reliabili ranked

firs in hierarchy o imporance or evaluang he service quali, ollowed by assurance,responsiveness, angibles, and empahy.

Heung and Wong () measured avellers capecaons o service quali or Hong

Kong hoels and compared he service expecaons o business and leisure visiors. Tey

used LODGSERV insumen and ound ha Responsiveness and Empahy were

more imporan o business avellers han leisure avellers. Mok and Paon () used

LODGSERV insumen or he measuremen o hoel service quali expecaons o Kore-

an ouriss. Surveys were conduced in Souh Korea during he summer o . Te resuls

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Snjeana Gagi,


indicaed ha here was no significan difference in all expecaon scores among guess o

hree differen hoel caegories: economy, mid-price, and luxury. Lockyer () refined

he LODGSERV model o include more specific iems on cleanliness o he hoel lobby, gues

room and bahroom.

Te DINESERV is a model developed, also using SERVQUAL as a oundaon. Despie all

endeavors, one o he essenal componens o he resauran experience, ood quali, wasno included as par o he DINESERV measure. Hence, mos quali sudies in resauran

setngs have concenaed on only a subse o quali, eiher amospherics or employee ser-

vices, bu have no comprehensively examined all he vial componens o resauran quali-

. Tus, hese quali sudies may no have appropriaely capured he idiosyncrac naure

o he resauran experience.

Kim, Ng and Kim () invesgae he relave imporance o insuonal DINESERV

acors (i.e., ood quali, amosphere, service quali, convenience, and price and value) ha

affec cusomer sasacon in he universi dining acilies and examine he influence o

cusomer sasacon on reurn inenon and word-o-mouh endorsemen. Te findings

showed ha all insuonal DINESERV dimensions had a significan posive effec on

overall cusomer sasacon and revisi inenon. Improving cusomer sasacon, whichresuls in increased reurn inenon and posive word-o-mouh endorsemen in universi-

oodservice esablishmens, will in urn no only senghen cusomer loyal, bu also

improve he dining acilis repuaon and generae greaer revenue.

Ha and Jang () showed ha service and ood quali have posive and significan

effecs on cusomer sasacon and loyal by using modified DINESERV model. Tis sudy

ound ha good employee service can be more effecve or increasing he sasacon and

loyal o cusomers wih a low percepon o he amospherics compared o hose wih a

higher percepon. Furher, providing quali ood is parcularly crical or creang cus-

omer sasacon in ehnic resaurans where amospherics are no sasacory.

According o Almanza e al. () aibues affecng cusomers sasacon in he

universi oodservice operaon. Quali o ood, cleanliness, convenien locaon, reasona-

ble price, nuious ood, and speed o service were ound o be imporan aibues or col-

lege sudens or a lunch meal in he universi caeeria.

Petjohn e al., () ound ha ood quali was ranked as one o he mos imporan

deerminans o a cusomers decision o reurn in resauran. Same resuls was obaned by

Qu () and Malla (). Food was significanly more imporan han cleanliness, value,

price, and convenience. A sudy o fieen, ambien heme resaurans in Hong Kong con-

firmed ha service quali was a song acor in cusomer revisi inenon o a given resau-

ran (Kivela e al., ).

Te HOLSERV is a scale developed by Mei e al. () as a new insumen o measure

service quali in he hoel indusy. Tey concluded ha service quali was represened by

hree dimensions in he hoel indusy, relang o employees, angibles and reliabili,

and he bes predicor o overall service quali was he dimension reerred o as employees.Te ANGSERV is a scale or measuring angible quali in ood service indusy. I cap-

ures ambien acors such as music and emperaure; design acors such as locaon and

seang arrangemen; and produc/service acors such as ood presenaon and ood varie-

. One o he implicaons o ANGSERV or resauran managers is o design heir layou

around he consucs o he measure in order o mee he expecaons o paons.

Kincaid e al. () evaluaed he useulness o he ANGSERV (angible quali) scale

by examining he effec o angible quali consucs on resauran paons affec and

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behavioral inenons.Tey concluded ha he ood and service consuc and accessibili-

consuc o angible quali exhibied posive impac on he affec owards resaurans,

which in urn influenced re-paonage inenon or resaurans.

Te DINESCAPE is defined as he man-made physical and human surroundings in he

dining area o upscale resaurans. Te DINESCAPE includes six dimensions: acili aes-

hecs, lighng, ambience, layou, able setngs, and service saff.According o Booms and Biner () he servicescape o a hospiali firm had a signifi-

can impac on cusomer revisi inenon and a resaurans brand image. Tey argued ha

he physical environmen o resaurans could be effecvely ulized o senghen he brand

image o he company, o reposion he guess percepual mapping among compeon, and

o enhance direcly heir cusomer sasacon wih he service encouner. Nguyen and Leb-

lanc () revealed ha physical environmen had a significanly posive impac on per-

ceived corporae image by new cliens fom a lie insurance company.

Brady and Cronin () and Raajpoo () ound in our differen service indusies

ha cusomers lised he service environmen as a consideraon in heir service quali eval-

uaons. Teir sudies revealed hree acors ha influence perceived quali o he physical

environmen: ambien condions, acili design, and social acors.

Restaurant quality dimensions

Te delivery o high-quali service is a difficul ask or a service provider because o he

inangible naure o service. Tereore, a service firm needs sandardized, sysemac, and

quanave measuremens o assess is perormance. Tus, a specificaon o service quali-

should be idenfied because i helps managers and employees undersand he componens

o service quali, ses aining program sandards and policies or employees o ollow, and

helps firms evaluae and conol perormance (Fu and Parks, )

Previous sudies on cusomer expecaon and service-quali percepon in he ood-

service indusy have revealed cerain imporan aibues, such as low price, ood quali,

value or money, service, locaon, brand name, and image (am, Yung, ). More speci-

ically, he undamenal acors ha conibue o cusomer sasacon in resaurans include

he ood, physical provision, he amosphere and he service received during he meal expe-

rience (Johns and Pine, ).

Food plays a pivoal role in he resauran experience and is ase, presenaon, exures,

colors, emperaure, feshness, nuive value and smell are idenfied by resauran gues as

a imporan quali aibues. Te porons size and menu varie are considered as deermi-

nans enhancing pleasure in he ood experience (Kivela e al., ).

Service delivery is an inegral par o a resauran produc, and employees perormance

and atude play a crucial role in he process. Employees in resauran indusy are o vial

imporance or resauran organizaons, as he organizaons depend on heir enhusiasmand capabili o deliver producs and services (Baum, Nickson, ). Successul resau-

rans employ managers and employees who perorm a a high level and work o accomplish

he resaurans goals. Brooks () yielded research oucomes o show ha % o

cusomer sasacon and cusomer loyal depends on he relaonship wih he employ-

ees. Employees sasacon had a significan, posive effec on cusomer sasacon (Bern-

hard e al., ; Spinelli, Canavos, ; Wangenheim e al., ; Chi, Gursoy, ).

Resauran employee are expeced o be compeen, aenve, as, fiendly, helpul, promp,

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Snjeana Gagi,


empahec, hones and responsible. All hese qualies are inegral par o assessing he

quali o service saff.

Dining is more han eang ou or a majori o guess who may no wan o eel a home.

Tey may seek a memorable experience away fom home, and physical environmen can play

a crical role in creang ha memorable experience. Facili aeshecs, ambience, ligh-

ing, able setngs, layou, and service saff are elemens o a physical environmen ha had a

significan impac on cusomer revisi inenon and a resaurans brand image.

Perceived price airness is a crical acor influencing cusomer sasacon. Tereore, i

is crucial o be in accordance wih he quali in order o escape guess dissasacon, com-

plaining, and bad WOM (Word-o-mouh) (Andaleeb and Conway, ).

By confirming he imporance o he resauran quali dimensions o cusomer sasac-

on, hese empirical sudies have provided valuable insighs ino cusomer percepons abou

he quali o service delivery. Even so, here is sll a need or a beer undersanding o how

cusomers perceive specific service encouners in resaurans.

Conclusion

Te hospiali indusy is a demanding secor ha sesses he provision o high-level cus-

omer service and connuous quali improvemen. Developmen o a clear picure o service

quali in he hospiali indusy conex is imporan o more precisely ideny he whas

and hows o service-quali improvemen, boh in everyday and exaordinary conexs.

Numerous sudies have deal wih he measuremen o service quali in he hospiali- indusy. Percepon o service quali is a resul o he comparison o cusomers expeca-

ons and acual perormances so i is very imporan o use ools or measuring he service

quali in order o ideny gaps. Grini () presened a deailed analysis o argumens

ha have conibued o a high posioning o he SERVQUAL model among he various

ways o measure service quali. She claimed ha hoel managers do no know he expec-

aons o heir guess because he dimensions o service quali hey consider mos impor-

an, do no mach hose ha are mos imporan or he cliens, which is confirmed by he

Table 1. Literature Review of Restaurant Quality Dimensions

Construct Variable Author

Food quality

tastiness of food, menu variety, nutrition, foodis served at the appropriate temperature, foodpresentation is attractive, serving size, menu

design, healthy options, freshness

Kivela et al. (2000); Namkung and Jang (2008), Raajpoot(2002), Kivela et al. (1999); Koo et al. (1999); Law et al.(2008); Mertanen (2007); Johns and Pine, (2002); Olsen,(2002); Cortese (2003); Sulek and Hensley; (2004);

Pneau, et al, (2006)

Service quality

employees are always willing to help me,employees have the knowledge to answer myquestions, the chain restaurant brand has mybest interests at heart, staff appearance, atten-tive stuff, friendly dining managers.

Parasuraman et al. (1988); Inbakaran, Reece (2000); Oh(2000); Kivel, Yiu Ha Chu, (2001); Kim et al. (2009);Chow et al, (2007)

Physical environmentdcor, ambience, facility aesthetics, light-ing, layout, table settings, and service staffappearance.

Ryu and Jang (2008); Cobe (2007); Law et al. (2008);Kim et al. (2009); Kim and Moon (2009); Ryu and Han,(2011); Lin (2004); Ryu and Jang (2008); Ryu and Jang(2007); McColl-Kennedy (2003)

Price fairnessgood value for money, resaonable price items,overal value of the dining experience

Auty (1992), Kurtich and Eakin, (1993); Heung (2002),Bolton et al., (2003); Andaleeb and Conway, (2006);Andaleeb and Caskey (2007); Liu and Jang (2009)

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oal SERVQUAL gap. Blesic, Romelic and Bradic () ound ha guess are no sasfied

wih he hoel service, and ha heir expecaons were higher (spa hoels o Wes Mora-

va Region). Souza, Meira and Maske () evaluaed he percepon and expecaon o he

quali o services provided by hoels in he ci o Balneario Camboriu, Sana Caarina,

using an adapaon o he SERVQUAL model and idenfied differences beween he expec-

ed quali and perceived quali on mos iems evaluaed.As liesles change and dining ou becomes more and more common place, cusomers

desire new flavors, comorable ambience and pleasan memories. Wha is more, hey preer

an excellen overall dining experience. Tere are many acors ha may influence cusom-

ers assessmens o resauran quali and resauran operaors should be aware each o hem.

Tey should pay aenon o he key quali aibues ha elici cusomer sasacon and

enhance reurn visis in he resauran business. Marinkovi, Senic and Dimiovski ()

concluded ha ood quali, service quali and ambience have significan effecs on resau-

ran guess sasacon. Liy and Jang () suggesed ha ood quali, service reliabili-

and environmenal cleanliness were hree pivoal aspecs o Chinese resaurans success.

More specifically, ood sae and environmenal cleanliness were prerequisies when cus-

omers chose a Chinese resauran. Food quali (especially ase) and service quali (espe-cially service reliabili) were he key aibues or Chinese resaurans success. Dining

amosphere, ood auhenci and air price were also significan conibuors o cusom-

er sasacon and behavioral inenon. Kim and Moon () examines he impac o cus-

omers percepons o he servicescape on pleasure-eeling and perceived service quali,

and he effec o hese wo consucs on revisi inenon. Te resuls show ha he direc

relaonship beween he servicescape and revisi inenon was ound o be insignifican.

Tereore, hey suggesed ha he percepon o he servicescape direcly influences cusom-

er emoons and in urn indirecly affecs heir behavioral inenons. Longar () ound-

ed a clear link beween sasacon wih ood and drink as a key driver o PWOM (posive

word-o-mouh).

Oyewole () ounded ha he crieria which Afican Americans use o evaluae ser-

vice quali in all-you-can-ea Buffe resaurans are feshness, hygiene, varie and

reliabili, andvalue,. Ryu, Lee and Kim () concluded ha he quali o he physi-

cal environmen, ood, and service were significan deerminans o resauran image. Also,

he quali o he physical environmen and ood were significan predicors o cusomer per-

ceived value. Te resauran image was also ound o be a significan aneceden o cusomer

perceived value. In addion, he resuls reinorced ha cusomer perceived value is indeed

a significan deerminan o cusomer sasacon, and cusomer sasacon is a significan

predicor o behavioral inenons. Barber, Goodman and Goh () analyzed i a correla-

on exiss beween physical environmen service quali aibues and repea paonage.

Resuls indicaed decisions o reurn were based upon cleanliness aibues and are mean-

ingul because hey sugges he imporance o connued educaon and esablishing bench-

mark scores o ack cusomer cleanliness percepons in service organizaons. Fu and Parks() ounded ha fiendly service and individual aenon were more imporan acors

han angible aspecs o service in influencing elderly cusomers behavioral inenons. Ryu

and Han () ound ha acili aeshecs, lighng, layou, and service saff had signifi-

can effecs on disconfirmaon. Moreover, disconfirmaon exered a direc influence on

cusomer sasacon and cusomer loyal.

Gues sasacon is essenal indicaor o a resauranss overall perormance, and resau-

raeurs should pu effor in order o ideny wha deermines i. When service does no mee

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Snjeana Gagi,


a guess expecaons guess may seek or oher soluon. Sasacon o users is no a sac

caegory. Insead, i changes dynamically in accordance wih behaviour, wishes, needs and

requiremens o users o resauran services.

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