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2013, vol. 37, iss. 1, pp. 319-338
Measuring consumers' attitudes towards service quality in restaurants
aUniversity of Kragujevac, Faculty of Economy
bUniversity of Kragujevac, Faculty of Hotel Management and Tourism, Vrnjačka Banja

emailvmarinkovic@kg.ac.rs
Project:
Preclinical investigation of bioactive substances (MESTD - 41010)

Keywords: Service Quality Models; Consumer Satisfaction; Restaurants; Consumer Segmentation; Elements Of Restaurants' Service Offers
Abstract
Recently, the trend of dining in restaurants has become quite prominent in Serbia. Frequent restaurant visits are not only the reflection of satisfying hedonistic needs, but also the result of increasing commitments of everyday life and adjustment to the European business hours. Being a complex category, restaurant service also includes atmosphere and professional relationship of staff towards guests, in addition to quality food and exceptional service. The aim of this paper is to identify elements in the restaurants' service offers that contain significant differences in evaluation by the very satisfied and the moderately satisfied/dissatisfied customers. Using factor analysis, we established four key components of restaurants' service offers, including: serviceability, ambiance, price, and external visual elements. Significant differences in perceptions of consumers in the two mentioned categories also emerged in the case of attributes related to the first three components. The study used a specific method of consumer segmentation, as the general level of satisfaction was the criterion for segment formation. This method stresses the significance of measuring the attitudes of completely satisfied consumers when analyzing the quality of restaurant services.
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article language: Serbian
document type: Original Scientific Paper
published in SCIndeks: 02/09/2013