QUALITY MEASUREMENT IN RESTAURANT INDUSTRY FROM THE MARKETING PERSPECTIVE: A COMPARISON OF GUESTS' AND MANAGERS' QUALITY PERCEPTIONS
Other literature type
- Publisher: University of Dubrovnik
Ekonomska misao i praksa,
(issn: 1330-1039, eissn: 1848-963X)
Restaurant quality; quality management; marketing attributes; guests; managers
Restaurant quality management, as a fairly new area of research, requires frequent and critical academic monitoring. Previous studies have highlighted the importance of several quality attributes for the restaurant industry. However, up until now no study has compared both ¬– restaurant managers` and guests' quality perceptions from the marketing mix (7P) perspective. This paper analyses differences in quality perceptions between managers and guests. Two samples – 207 valid questionnaires obtained by restaurant managers and 1998 questionnaires obtained by guests of the same facilities were analysed. Research results indicate that there are statistically significant differences between guests' and managers' quality perceptions. Factor analysis results show that according to both – managers and guests, by far the most important marketing quality attribute for ensuring restaurant quality is People, while other marketing quality attributes are significantly less/or not important. This research has thrown up many questions in need of further investigation. It is suggested that future research focus to other sectors of tourism industry.