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الرئيسية > Assessing Customer Satisfactio...>الوصف

Assessing Customer Satisfaction in Casual-Dining Restaurants: The Case of Alexandria

المصدر: المجلة الدولية للتراث والسياحة والضيافة
الناشر: جامعة الفيوم - كلية السياحة والفنادق
المؤلف الرئيسي: El-Demerdash, Jailan Mohamed (Author)
المجلد/العدد: مج7, ع1
محكمة: نعم
الدولة: مصر
التاريخ الميلادي: 2013
الصفحات: 267 - 285
ISSN: 2636-4115
رقم MD: 998157
نوع المحتوى: بحوث ومقالات
اللغة: الإنجليزية
قواعد المعلومات: HumanIndex
مواضيع:
المطاعم | الوجبات السريعة | خدمة الزبائن
كلمات المؤلف المفتاحية:
Casual-Dining Restaurants | Service Attributes | Customers | Strategic Management | Satisfaction | Alexandria
رابط المحتوى:

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المستخلص: Customer satisfaction is often used as an indicator of customer retention. An analysis of the elements of customer satisfaction should provide evidence regarding actions that food service managers can take to encourage customer return patronage. Especially that it is believed that restaurant failures are partly a result of management's lack of strategic orientation in focusing on customer satisfaction. At the same time customers perceive service quality in terms of a number of dimensions that can be measured and probably interchanged. This study was conducted on the nine casual-dining restaurants in Alexandria which constitutes the total population. It is based on a series of hypothetical dining scenarios that are intended to capture the dimensions of customer satisfaction towards different service attributes, such as food Tastiness and presentation, menu variety, atmosphere, wait-staff attentiveness and helpfulness and price. Applying "Conjoint Analysis" showed how likely customers were to repeat visit to the hypothetical restaurant in the future. Customers were also requested to give ratings for the restaurant they have just dined in on the same six attributes. In doing so, management would be able to make strategic decisions when comparing the relative importance customers placed on different service attributes to its restaurant's actual performance. Findings revealed that customers' satisfaction with casual dining was mainly dependent on food tastiness, friendly service and atmosphere, as they were the highly ranked among the six proposed attributes. Satisfaction data should help managers to establish priorities among the strategic moves that are likely to encourage a customer’s repeat purchase. This can be done by determining the potentials for improvement for each service attribute.
ISSN: 2636-4115

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