engleski

Guests's Expectations Measurement in the Croatian Restaurant Industry

The purpose of the present research was to investigate service quality expectations of guests in Croatian restaurant settings during the period of the past six years. The research aimed to (a) empirically assess guests’ expectations in restaurant settings, (b) identify expected service quality factors in restaurant settings, (c) determine potential differences in guests’ expectations between the 2007, 2010, and 2013 survey. In order to measure restaurant guests’ expectations, a modified DINESERV model was developed. The questionnaire was designed in accordance with Stevens et al. (1995) and Andaleeb and Conways’s (2006) research. Data were gathered in restaurant settings in three stages. First, in 2007 on the Opatija Riviera, second in 2010 in the city of Rijeka, and third in 2013 in city of Zagreb. This procedure resulted with three samples. Data were analyzed using descriptive statistics, exploratory factor analysis and reliability analysis. The findings suggested rather high restaurant guests’ expectations in all three surveys, although the overall level of guests’ expectations has not changed dramatically over the past six years. Furthermore, a slightly different factor structure was identified between the three samples. According to the results of all three surveys, restaurant guests’ expectations can be explained by two main factors, “facilities and staff” and “assurance and empathy”.

expected service quality ; SERVQUAL ; DINESERV ; statistical analysis ; restaurant settings ; Croatia

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