AN ASSESSMENT OF THE CUSTOMER PERCEPTION OF SERVICE QUALITY IN THE RESTAURANTS BY USING DINESERV MODEL: SAMPLE OF ŞIRNAK
Öz
The importance of service and service quality have increased day by day due to
increasing in the number of restaurants in the food & beverage sector where the
competition has increased rapidly. Therefore, customers’ expectations oriented
provide service quality is vital for restaurants. For this reason, the aim of study is
revealed customer perceptions of the service quality in the restaurants by
DINESERV Model. In this study conducted between June and July 2017, the data
collected by the questionnaire were obtained with the participation of 83 persons.
Frequency, reliability and factor analysis were used for the analysis of the data.
As a result of the research, five dimensions related to factor analysis were
determined. Results of the study show that the quality of service in the restaurants
is composed of five dimensions. In addition, as a result of the reliability analysis,
DINESERV scale and its dimensions are reliable because Cronbach’s Alpha
value is greater than 0,60 .
Anahtar Kelimeler
Kaynakça
- Balcı, Ali., Sosyal Bilimlerde Araştırma: Yöntem, Teknik ve İlkeler. Ankara: Pegem Akademi, 2011.
- Bitner, Mary J. and Hubbert, Amy R. “Encounter Satisfaction Versus Overall Satisfaction Versus Quality: The Customer’s Voice”, in Roland T. Rust and Richard L. Oliver, (Ed) Service Quality, New Directions in Theory and Practice. London: Sage Press, 1994, ss. 79-94.
- Blesic, Ivana; Ivkov-Dzigurski, Andjelija; Stankov, Ugljrsa; Stamenkovic, Igor & Bradic, Milan. “Research of Expected and Perceived Service Quality in Hotel Management”, Journal of Tourism. 11, 2011, 5-13.
- Bruhn, Manfred & Dominck, Georgi, Services marketing: Managing the Service Value Chain. London: Pearson Education Limited, 2006.
- Caruana, Albert. “The Effects of Service Quality and The Mediating Role of Customer Satisfaction”, European Journal of Marketing. 36 :7/8, 2002, 811-828.
- Cronin, Joseph J. and Taylor, Steven A. “Measuring Service Quality: A Reexamination and Extension”, Journal of Marketing. 56, 1992, 55-68.
- Diab, Dalia M.E., Mohammedi Hesham E., Mansour, Elham Hassam & Saad, Osman. “Investigating The Impact Of Key Dimensions Of Service Quality On Customers’ Satisfaction And Loyalty: Evidences From The Restaurant Industry In Sudan”, Marketing and Branding Research. 3, 2016, 153-165.
- Ghobadian, Abby; Simon, Speller and Matthew, Jones. “Service Quality: Concepts and Models”, The International Journal of Quality Management. 11:9, 1994, 43.
- Grönroos, Christian. “A Service Quality Model and Its Marketing Implications”, European Journal of Marketing. 18 :4, 1984, 36-44.
- Haywood-Farmer, John. “A Conceptual Model of Service Quality” International Journal of Operations and Production Management, 8 :16, 1988, 19-29.
- Kukanja, Marko; Omerzel, Doris Gomezelj and Bukovec, Boris. “A Restaurant Quality Model Based On Marketing Factors”, Marketing and Trade. 2017, 157- 171.
- Kukanja, Marko. “Quality Measurement In Restaurant Industry From The Marketing Perspective: A Comparison of Guests’ and Managers’ Quality Perceptions”, Ekonomska Misao I Praksa Dbk. God. 26, 2017, 41-61.
- Kurnaz, Alper ve Osman Nuri, Özdoğan.“İstanbul’da Yer Alan Yeşil Restoran İşletmeleri Hizmet Kalitesinin GRSERV Modeli ile Değerlendirilmesi”, Dokuz Eylül Üniversitesi İşletme Fakültesi Dergisi, 18:1, 2017, 75-99.
- Mangwiro, Marvellous, Marimo, Rejoice Martha and Ndlovu, Agatha Olga. “A Study Into Guests’ Perceptions Of Service Quality And Loyalty In Hotel Restaurants In Harare”, Research Journali’s Journal of Hospitality Tourism. 2: 4, August 2015, 1-12.
- Markovic, Suzana; Raspor, Sanja and Segaric, Klaudio. “Does Restaurant Performance Meet Customer’s Expectations? An Assessment of Restaurant Service Quality Using A Modified DINESERV Approach”, Tourism and Hospitality Management. 16: 2, 2010, 181-195.
- Markovic, Suzana; Komsic, Jelena ve Stifanic, Mihaela. “Measuring Service Quality In City Restaurant Settings Using DINESERV Scale”, Recent Advances in Business Management and Marketing. 2013, 176-181.
- Parasuraman, A., Zeithaml, Valarie A. & Berry, Leonard L. “SERVQUAL A Multiple-ItemScaleforMeasuring Consumer Perceptions of Service Quality”, Journal of Retailing. 64: 1, 1988, 12-40.
- Sipahi, Beril; Yurtkoru, Serra ve Murat, Çinko. Sosyal Bilimlerde SPSS’le Veri Analizi. İstanbul: Beta Yayınları, 2006.
- Stevens, Pete; Knutson, Bonnie & Patton, Mark. “DINESERV: ATool for Measuring Service Quality In Restaurants”, Cornell Hotel and Restaurant Administration Quartely. 26, 1995, 56- 60.
- Wu, Hung-Che & Cheng, Ching Chan. “A Hierarchical Model Of Service Quality In The Airline Industry”, Journal of Hospitality and Tourism Management. 20, 2013, 13-22.
RESTORANLARDA MÜŞTERİ HİZMET KALİTESİ ALGISININ DINESERV MODELİ İLE DEĞERLENDİRİLMESİ: ŞIRNAK ÖRNEĞİ
Öz
Rekabetin hızla arttığı yiyecek & içecek sektörü içerisinde yer alan restoran
işletmelerinin sayılarının artması nedeniyle, müşteriler açısından hizmet ve
hizmetin niteliği önem kazanmıştır. Dolayısıyla müşterilerin beklentilerine yönelik
kaliteli hizmet sunmak, restoran işletmeleri için rekabet avantajı sağlayacak
önemli bir unsurdur. Bu çalışmanın amacı, Şırnak ilindeki restoranlarda müşteri
hizmet kalitesi algısını DINESERV modeli ile ortaya koymaktır. Haziran –
Temmuz 2017 tarihleri arasında yürütülen çalışmada anket ile toplanan veriler,
83 kişinin katılımıyla elde edilmiştir. Verilerin analizi için frekans, güvenirlik ve
faktör analizinden yararlanılmıştır.
Araştırma sonucunda yapılan faktör analizinde restoran hizmet kalitesine ilişkin
beş boyut tespit edilmiştir. Ayrıca güvenirlik analizi sonucunda Cronbach’s Alpha
değerlerinin 0,60’tan büyük olması, DINESERV ölçeğinin güvenilirliğini olumsuz
yönde etkileyen herhangi bir önermenin olmadığını ve ölçeğin boyutlarının
oldukça güvenilir olduğunu göstermektedir.
Anahtar Kelimeler
Kaynakça
- Balcı, Ali., Sosyal Bilimlerde Araştırma: Yöntem, Teknik ve İlkeler. Ankara: Pegem Akademi, 2011.
- Bitner, Mary J. and Hubbert, Amy R. “Encounter Satisfaction Versus Overall Satisfaction Versus Quality: The Customer’s Voice”, in Roland T. Rust and Richard L. Oliver, (Ed) Service Quality, New Directions in Theory and Practice. London: Sage Press, 1994, ss. 79-94.
- Blesic, Ivana; Ivkov-Dzigurski, Andjelija; Stankov, Ugljrsa; Stamenkovic, Igor & Bradic, Milan. “Research of Expected and Perceived Service Quality in Hotel Management”, Journal of Tourism. 11, 2011, 5-13.
- Bruhn, Manfred & Dominck, Georgi, Services marketing: Managing the Service Value Chain. London: Pearson Education Limited, 2006.
- Caruana, Albert. “The Effects of Service Quality and The Mediating Role of Customer Satisfaction”, European Journal of Marketing. 36 :7/8, 2002, 811-828.
- Cronin, Joseph J. and Taylor, Steven A. “Measuring Service Quality: A Reexamination and Extension”, Journal of Marketing. 56, 1992, 55-68.
- Diab, Dalia M.E., Mohammedi Hesham E., Mansour, Elham Hassam & Saad, Osman. “Investigating The Impact Of Key Dimensions Of Service Quality On Customers’ Satisfaction And Loyalty: Evidences From The Restaurant Industry In Sudan”, Marketing and Branding Research. 3, 2016, 153-165.
- Ghobadian, Abby; Simon, Speller and Matthew, Jones. “Service Quality: Concepts and Models”, The International Journal of Quality Management. 11:9, 1994, 43.
- Grönroos, Christian. “A Service Quality Model and Its Marketing Implications”, European Journal of Marketing. 18 :4, 1984, 36-44.
- Haywood-Farmer, John. “A Conceptual Model of Service Quality” International Journal of Operations and Production Management, 8 :16, 1988, 19-29.
- Kukanja, Marko; Omerzel, Doris Gomezelj and Bukovec, Boris. “A Restaurant Quality Model Based On Marketing Factors”, Marketing and Trade. 2017, 157- 171.
- Kukanja, Marko. “Quality Measurement In Restaurant Industry From The Marketing Perspective: A Comparison of Guests’ and Managers’ Quality Perceptions”, Ekonomska Misao I Praksa Dbk. God. 26, 2017, 41-61.
- Kurnaz, Alper ve Osman Nuri, Özdoğan.“İstanbul’da Yer Alan Yeşil Restoran İşletmeleri Hizmet Kalitesinin GRSERV Modeli ile Değerlendirilmesi”, Dokuz Eylül Üniversitesi İşletme Fakültesi Dergisi, 18:1, 2017, 75-99.
- Mangwiro, Marvellous, Marimo, Rejoice Martha and Ndlovu, Agatha Olga. “A Study Into Guests’ Perceptions Of Service Quality And Loyalty In Hotel Restaurants In Harare”, Research Journali’s Journal of Hospitality Tourism. 2: 4, August 2015, 1-12.
- Markovic, Suzana; Raspor, Sanja and Segaric, Klaudio. “Does Restaurant Performance Meet Customer’s Expectations? An Assessment of Restaurant Service Quality Using A Modified DINESERV Approach”, Tourism and Hospitality Management. 16: 2, 2010, 181-195.
- Markovic, Suzana; Komsic, Jelena ve Stifanic, Mihaela. “Measuring Service Quality In City Restaurant Settings Using DINESERV Scale”, Recent Advances in Business Management and Marketing. 2013, 176-181.
- Parasuraman, A., Zeithaml, Valarie A. & Berry, Leonard L. “SERVQUAL A Multiple-ItemScaleforMeasuring Consumer Perceptions of Service Quality”, Journal of Retailing. 64: 1, 1988, 12-40.
- Sipahi, Beril; Yurtkoru, Serra ve Murat, Çinko. Sosyal Bilimlerde SPSS’le Veri Analizi. İstanbul: Beta Yayınları, 2006.
- Stevens, Pete; Knutson, Bonnie & Patton, Mark. “DINESERV: ATool for Measuring Service Quality In Restaurants”, Cornell Hotel and Restaurant Administration Quartely. 26, 1995, 56- 60.
- Wu, Hung-Che & Cheng, Ching Chan. “A Hierarchical Model Of Service Quality In The Airline Industry”, Journal of Hospitality and Tourism Management. 20, 2013, 13-22.
Ayrıntılar
| Birincil Dil | Türkçe |
|---|---|
| Bölüm | Araştırma Makalesi |
| Yazarlar | |
| Yayımlanma Tarihi | 31 Aralık 2018 |
| Yayımlandığı Sayı | Yıl 2018 Cilt: 10 Sayı: 2 |