A RESTAURANT QUALITY MODEL BASED ON MARKETING FACTORS
In the highly competitive restaurant industry, satisfying guests should be the critical objective of all businesses that wish to prosper and encourage repeat purchases. However, ensuring proper quality in restaurants is limited by a number of industry-speciﬁc factors, including volatile demand, small businesses, intense competition, the wide range of food and beverage products offered, the inseparability of production and consumption, intangibility of services, labour-intensive production, the importance of employees’ attitude towards guests and many other factors that signiﬁcantly affect the level of overall service quality.
Jméno a příjmení autora:
Marko Kukanja, Doris Gomezelj Omerzel, Boris Bukovec
Restaurant quality, service quality management, F&B management, marketing mix, Slovenia
DOI (& full text):
Previous studies have highlighted the importance of several quality factors in guests’ assessment of restaurant quality. As there is no general consensus on which marketing quality factors really…více
Previous studies have highlighted the importance of several quality factors in guests’ assessment of restaurant quality. As there is no general consensus on which marketing quality factors really matter in assessing the quality of the dining experience in the previous literature, this paper describes and tests the development of a marketing-oriented Restaurant Quality Model (RQM 7P). In addition, this study tests whether guests’ perceive overall restaurant quality offerings as coherent. Special attention was devoted to a marketing perspective (7P). Following the discussion of the conceptualization and operationalization of the restaurant quality construct, the procedures used in constructing and reﬁning a multiple-item scale to measure restaurant quality are described. Evidence of the scale’s reliability, factor structure and validity on the basis of analysing data is presented next. A sample of 1,998 valid questionnaires obtained by domestic guests in different restaurant facilities in Slovenia is analysed. Results show that guests perceive restaurant quality according to three marketing quality dimensions – (1) people, (2) placement, and (3) product (food) and physical evidences, while other marketing factors are not statistically signiﬁcant in determining restaurant quality. In addition, the results indicate that guests perceive restaurant quality offerings as highly incoherent. From a theoretical point of view, this study contributes by developing a restaurant quality model based on marketing factors. In addition, it is the ﬁrst study to test the perception of all seven marketing dimensions in the restaurant industry, and it provides insights regarding how guests perceive restaurant offering coherency. This research has thrown up many questions in need of further investigation. Future research should include a cross-national study involving different segments of guests in different types of food and beverage facilities.