Exploring the role of service quality, atmosphere and food for revisits in restaurants by using a e-mystery guest approach
Journal of Hospitality and Tourism Insights
ISSN : 2514-9792
Article publication date: 26 August 2020
Issue publication date: 19 July 2021
Quality in foodservices has become essential, and new methodological ways of determining service quality enable a better representation of service processes and help to increase revisits. This paper focuses on the foodservice context and explores the relationship between staff-related service dimensions, atmosphere, food quality and revisit in a full-service setting.
Design/methodology/approach
This study combines an often neglected mystery guest approach with partial least square–structural equation modeling (PLS-SEM) to shed more light on customers' service perceptions. The mystery guest approach has been updated with a digitally supported smartphone questionnaire (e-mystery) that provides more reliable results since previous measurements experienced difficulties of feasibility in time-limited settings ( N = 247).
The findings of this study confirm the direct effects of the service quality dimensions reliability, attentiveness and atmosphere on revisit intention and highlight the mediating role of food quality. In detail, the findings showed significant results for service employees' reliability and attentiveness and underlined the role of atmosphere for revisit intention.
Originality/value
The contribution of this paper supplements that mystery guest approaches represent a reliable alternative to convenience sampling, especially in combination with a digitally supported questionnaire (e-mystery). Thereby, this paper suggests the further application of e-mystery for the hospitality and tourism industry. In terms of implications, this study highlights the importance of securing food quality by fostering specialized schools and training programs for career starters. Since the findings stress the importance of service quality and atmosphere, managers need to ensure that employees are trained in culturally sensitive communication and services to excel in service-related dimensions.
- Foodservice
- Service quality
- Food quality
- Restaurants
- Mystery guest
Bichler, B.F. , Pikkemaat, B. and Peters, M. (2021), "Exploring the role of service quality, atmosphere and food for revisits in restaurants by using a e-mystery guest approach", Journal of Hospitality and Tourism Insights , Vol. 4 No. 3, pp. 351-369. https://doi.org/10.1108/JHTI-04-2020-0048
Emerald Publishing Limited
Copyright © 2020, Bernhard Fabian Bichler, Birgit Pikkemaat and Mike Peters
Published by Emerald Publishing Limited. This article is published under the Creative Commons Attribution (CC BY 4.0) licence. Anyone may reproduce, distribute, translate and create derivative works of this article (for both commercial and non-commercial purposes), subject to full attribution to the original publication and authors. The full terms of this licence may be seen at http://creativecommons.org/licences/by/4.0/legalcode .
1. Introduction
Food experiences represent a crucial component of tourism, contributing to tourist expenditures and overall satisfaction of traveling ( McKercher et al. , 2008 ). In this context, quality dimensions are accepted as a key to achieving competitive advantages in foodservices. Crick and Spencer (2011 , p. 466) highlighted that “organisations (…) need to understand with as much precision as possible what the guests want from the service experience.” Particularly in the foodservice context, customers have various choices between different restaurants, which could result in restaurants switching if expectations are not met ( Stevens et al. , 1995 ; Park and Jang, 2014b ). Choice and quality of food, service, price, as well as atmosphere, are often seen as the main focus of restaurants. Still, foodservices do not solely concentrate on these attributes, but instead offer holistic dining experiences ( Yuksel et al. , 2010 ). An essential element of these experiences is service quality (SQ), which is intangible, individualized and subjective by nature ( Chow et al. , 2007 ). Therefore, restaurants try to optimize customer experiences by managing specific factors of total quality management ( Psomas and Jaca, 2016 ).
There exist several schools of thought, which have defined quality dimensions differently ( Parasuraman et al. , 1988 ; Grönroos, 1984 ). The bottom line is that SQ consists of multiple dimensions, which can be classified as functional and technical ( Grönroos, 1984 ) or interactional quality ( Brady and Cronin, 2001 ). Crick and Spencer (2011) synthesized that satisfaction with the (service) product and the way the front-line staff delivered it are the minimum requirement. SQ is recognized to be a significant determinant of a company's success and therefore represents a major research stream of hospitality research ( Bouranta et al. , 2009 ; Bujisic et al. , 2014 ).
Previous literature summarized the role of service, food and environment for customers' satisfaction and behavioral intentions ( Shahzadi et al. , 2018 ; Ryu et al. , 2012 ). Crick and Spencer (2011) called for a better recognition of each sector's nuances in determining SQ, supported by the call of Shahzadi et al. (2018) for more comparative studies. Therefore, this paper sheds more light on foodservices in the small but highly touristic city of Innsbruck, Austria. Due to the long tradition in the foodservice and hospitality industry and the legal requirements ( WKO, 2020 ), this study uses an adjusted set of measures and applies e-mystery to avoid convenience sampling. The e-mystery also accounts for the importance of assessing quality continuously throughout the service process ( Crick and Spencer, 2011 ). E-mystery allows us to mirror and observe customers' service perceptions throughout the service delivery process: customers can evaluate services immediately, in real time during the service experience without introducing bias by evaluations after the service delivery process. The objective of this paper is to explore the relationship between staff-related service dimensions, atmosphere, food quality and revisit in a full-service setting. In this context, e-mystery enables to benchmark foodservice performance, which is difficult due to the intangible, perishable and inseparable nature of services ( Ladhari, 2009 ).
2. Theoretical perspectives
2.1 service dimensions and revisit intention.
Numerous studies show that behavioral intentions refer to positive word of mouth resulting in recommendations, remaining loyal and revisits ( Shahzadi et al. , 2018 ; Jani and Han, 2011 ). Following the early work of Berry et al. (2002) on how to manage service experience with food quality (functional clue), SQ (humanic clue) and atmosphere (mechanic clue) as key attributes, revisits have been discussed extensively in the foodservice context ( Karamustafa and Ülker, 2020 ; Nguyen et al. , 2018 ; Bujisic et al. , 2014 ; Ryu et al. , 2012 ). Satisfaction and behavioral intentions are often used as dependent variables and in this context, previous research underlined the mediating role of satisfaction for customers' intentions ( Barber et al. , 2011 ; Lee and Whaley, 2019 ). Measuring revisit intention is important since behavioral intentions represent the likelihood to engage in a particular behavior ( Oliver, 2014 ). Therefore, SQ is directly related to customer satisfaction and affects customers' intentions and thereby company's success ( Gupta et al. , 2007 ).
2.2 Customers’ perceptions of quality dimensions in the food industry
A plethora of studies highlighted the role of SQ, food quality and atmospheric/environment quality for the foodservice industry ( Shahzadi et al. , 2018 ; Park and Jang, 2014a ; Bujisic et al. , 2014 ; Ryu et al. , 2012 ). Grönroos (1984) separates quality dimensions into technical (e.g. food quality, meal) and functional quality, where the latter is more concerned about the service delivery process, personal contact and the atmosphere. Due to the intangible nature of the service process, the evaluation of the functional quality is highly subjective compared to food quality where a more objective assessment is possible. Later, the three-factor model by Brady and Cronin (2001) conceptualized quality dimensions as interaction quality, physical environment quality and outcome quality, which have proven to be positive predictors of SQ.
Several scholars focused on the crucial role of food quality for customers' satisfaction and intentions ( Shahzadi et al. , 2018 ; Njite et al. , 2015 ), while others emphasized the importance of SQ ( Nguyen et al. , 2018 ). In this context, previous research stressed the intangible, perishable and inseparable nature of services ( Ladhari, 2009 ). These characteristics make it difficult for service providers to assess their performance, especially given the facts that service performance can only be assessed after the service has been received and because of its heterogeneous nature, quality can also vary in terms of day, place and customer ( Parasuraman et al. , 1988 ).
Customer's perception of SQ is defined as the customer's judgment of the superiority of the service ( Zeithaml, 1988 ), which results from the comparison of the expected service and the actual perceived service performance ( Ladhari, 2009 ; Oliver, 2014 ). In this context, SERVQUAL-related approaches, based on disconfirmation theory, made a significant contribution to consumer research in the service industry ( Parasuraman et al. , 1988 ). It consists of five dimensions to measure SQ: reliability, responsiveness, empathy, tangibles and assurance. Currently, these five dimensions still play an essential role in explaining SQ ( Karamustafa and Ülker, 2020 ; Bilgihan et al. , 2018 ; Liu and Tse, 2018 ).
2.3 Service quality in restaurants
A number of studies highlighted the applicability of SERVQUAL instruments such as DINESERV ( Stevens et al. , 1995 ), DINESCAPE ( Ryu and Jang, 2008 ) or TANGSERV ( Raajpoot, 2002 ) for foodservices. All these instruments capture different dimensions of quality and differ according to whether they are full service ( Park and Jang, 2014a ; Ryu et al. , 2012 ; Jani and Han, 2011 ) or quick service ( Nguyen et al. , 2018 ; Etemad-Sajadi and Rizzuto, 2013 ; Richardson et al. , 2019 ). Depending on the research focus, research highlighted either the importance of staff-related SQ, food quality or environmental factors such as ambiance. Previous studies showed that food quality is the most important aspect for customers' total quality perceptions of full-service restaurants ( Shahzadi et al. , 2018 ) but SQ is experiencing a revival in times of increased emphasis on customer experiences permeating marketing, economics, hospitality and psychology literature ( Adhikari and Bhattacharya, 2016 ). In this context, recent literature highlighted the importance of customer experiences for the service industry ( Teixeira et al. , 2012 ; Dong and Siu, 2013 ; Brunner-Sperdin et al. , 2012 ; Kim et al. , 2017 ; Alhelalat et al. , 2017 ). Additionally, it is noted that customer experience management represents an opportunity to achieve a competitive advantage in service organizations ( Teixeira et al. , 2012 ; Pikkemaat and Zehrer, 2016 ).
Tucker (1991) understood the speed of service delivery, convenience, value-adding, lifestyle connotations as well as the technology as influencing factors on customers' perceptions of the service experience. These aspects are closely related to staff-related SQ dimensions focusing on employees' reliability, responsiveness, empathy and assurance. In this context, Luo et al. (2019 , p. 469) emphasized the role of “professionalism, the ability to respond to customers' emotions and hidden needs and build bonds with them, and the ability to deliver one-stop service” to achieve delightful service.
(a) Reliability, (b) attentiveness, (c) responsiveness and (d) atmosphere are positively related to customers’ revisit intention.
The higher the customers' perception of (a) reliability, (b) attentiveness, (c) responsiveness and (d) atmosphere, the higher the customers' perception of food quality.
2.4 Food and atmosphere in restaurants
Food quality is positively related to customers’ revisit intention.
The relationship between (a) reliability, (b) attentiveness, (c) responsiveness and (d) atmosphere and revisit intention is mediated by food quality.
Mystery guests' characteristics such as (a) age, (b) gender, (c) accompany and (d) self-reported expertise and (e) self-reported stress levels correlate with perceived food quality.
Mystery guests' characteristics such as (a) age, (b) gender, (c) accompany and (d) self-reported expertise and (e) self-reported stress levels correlate with revisit intention.
3. Methodology
Mystery guest approaches have been used in former studies in the travel and tourism industry ( Liu et al. , 2014 ; Anderson et al. , 2001 ). They represent a special form of participant observation and require potential customers to evaluate service processes ( Wiele et al. , 2005 ). In a review on mystery shopping, Wilson (1998 , p. 161) distills three possible applications: first, to act as a diagnostic tool identifying failings and weak points in an organization's service delivery; second, to encourage, develop and motivate service personnel by linking with appraisal, training and reward mechanisms; third, to assess the competitiveness of an organization's service provision by benchmarking it against the offerings of others in an industry. Wiele et al. (2005) add that mystery approaches can also be used to measure the effectiveness of (training) programs and to test if customers experience equal treatments. Despite the benefits of mystery shopping approaches such as less external pressure compared to traditional questionnaires, mystery shopping is a sensitive topic as it includes a high degree of knowledge asymmetry between customers and staff ( Wiele et al. , 2005 ). Additionally, training and briefing of mystery guests are essential to establish the reliability of mystery approaches ( Wilson, 1998 ). While Morrison et al. (1997) highlighted issues, which occur from encoding, memorizing and retrieving information for service evaluations, these issues were counteracted with the e-mystery approach. Mysterious guests were able to fill out their ratings in real time via an online questionnaire on their mobile phones.
3.1 Sampling
As previous research has shown several tensions arising from mystery guest approaches, such as ethics of participant observation and the reliability of mystery shopping approaches ( Wilson, 1998 ), particular attention was paid to the selection and preparation/training of mystery guests. Table 1 provides several key characteristics of the 66 mystery guests who were selected based on demographics and foodservice expertise. These mystery guests were identified by using a snowball sampling approach ( Gobo, 2005 ), starting with research assistants and extending it to colleagues and other contacts willing to participate. Importantly, they were trained to make sure they understood the procedures and to evaluate the SQ immediately after the termination of each service phase. In order to keep the task manageable, mystery guests were instructed to test alone, in a group of two or a larger group.
Additionally, the study controlled for mystery guests' age, gender, self-reported stress level, accompany and previous experiences. For the initial identification of the businesses, a list of all gastronomic enterprises provided by the Austrian Federal Economic Chamber (WK Tirol) was used. The research team identified a set of well-known foodservice businesses by using purposive sampling. Mystery guests were randomly assigned ( Gobo, 2005 ) to the selected enterprises and instructed to visit at different times of the day. There were no restrictions on the orders and the WK Tirol reimbursed the expenditures. The e-mystery questionnaires were filled out from November 2017 to December 2017 in the city of Innsbruck, Austria. Each of the mystery guests tested between two (minimum or 3.2% of visits) and eight (maximum or 6.4% of visits) foodservice businesses. On average, the businesses were visited four times, with a minimum of three and a maximum of six visits. Table 1 provides an overview of the mystery guests' characteristics.
3.2 Measurements
The measurements aimed to assess quality dimensions in the foodservice context. Literature acknowledged several issues concerning the feasibility (e.g. takes too long to fill out) of previous measurement scales ( Sulek and Hensley, 2004 ). In combination with the e-mystery approach, which enables a real-time assessment of the service experiences during the service encounter, measurements were tailored to the specific requirements of the mystery guest approach and the nuances of the sector ( Crick and Spencer, 2011 ). A systematic assessment of previously used constructs and items helped to synthesize the measures for the mystery guest approach (list of measures see Table A1 ).
After discussions within the research team, we decided to exclude assurance ( Parasuraman et al. , 1988 ) as a quality dimension. The paper is based on the full-service foodservice sector in Innsbruck (Austria), where commercial law and other requirements such as operating licenses are incredibly challenging ( WKO, 2020 ) and the assurance dimension is more suitable for the banking and retailing industry ( Parasuraman et al. , 1988 ). Generally speaking, in the full-service foodservice context, orders are served directly to the table and the offer ranges from casual family restaurants to fine dining. Additionally, the selected full-service companies were similar regarding employees' knowledge and the degree of professionalization due to location and size. In addition, previous studies recognized time and cost efficiency as a central aspects in collecting mystery guest data ( Sulek and Hensley, 2004 ).
The final instrument included 21 items to assess quality dimensions. These items were measured on a Likert Scale, ranging from “strongly disagree” (1) to “strongly agree” (5). Additionally, data was collected on the characteristics of the mystery guests, such as age, gender, accompany, expertise and stress levels. Single-item self-reported measures were used to ask respondents whether they consider themselves (1) “occasional”, (2) “experienced customers” or (3) “expert customers” and to rate their self-reported stress levels on a scale from (1) “relaxed” to (3) “stressed” for each service setting. Based on previous literature supporting the role of revisit and recommend intention as a proxy for loyalty ( Jani and Han, 2011 ), a combination of revisit and recommend intention was used due to time constraints connected with the mystery guest approach as a dependent variable ( Kivela et al. , 1999 ; Getty and Thompson, 1995 ).
3.3 Data analysis
First, exploratory factor analysis (EFA) was used to identify the underlying factors. Both the Kaiser–Meyer–Olkin (KMO) measure of sampling adequacy (0.886) and the Bartlett test of sphericity (1504.826***) indicated the suitability of EFA. Factors exceeding 0.60 were retained ( Hair et al. , 2012 ). Moreover, Cronbach's alpha was used to assess internal validity and ranged between 0.583 and 0.878. Second, partial least square–structural equation modeling (PLS-SEM) in SmartPLS TM (v. 3.2.8) was used to analyze the data ( Ringle et al. , 2015 ). This “soft modeling approach” ( Hair et al. , 2012 , p. 416) has several advantages, such as that it can be used with less rigid theoretical backgrounds and for prediction-oriented research aimed at maximizing the explained variance of dependent variables ( Hair et al. , 2012 ; Henseler et al. , 2014 ). This approach does not require normally distributed data and is well suited for smaller sample sizes ( Henseler et al. , 2014 ). In combination with the e-mystery approach, it represents a straightforward approach to explore the relationship in greater depth.
4.1 Reliability, validity and common method bias analyses
PLS–SEM was used ( Hair et al. , 2012 ) to assess the relationships among the constructs. First, validity and reliability were assessed by using composite reliability (CR) and average variance extracted (AVE). One item was excluded since the factor loading did not exceed 0.60. The Fornell–Larcker ratio ( Fornell and Larcker, 1981 ) showed that the square roots of the AVEs are greater than the construct correlations. Additionally, cross-loadings were not a significant concern for the data and all items loaded the highest on the proposed factor. Thus, the data indicated discriminant validity for the constructs. To test for common method variance, a common method factor ( Podsakoff et al. , 2003 ) following the procedure by Liang et al. (2007) was included. The constructs of the proposed model ( Figure 1 ) explained on average 0.65 of indicator variance and showed high and significant loadings. In contrast, the common method factor only accounted for 0.03 of indicator variance on average and showed significant results only in six cases and smaller loadings (see Table A3 ). Since the ratio between substantive variance and method variance is 22:1, it was concluded that common method variance is not a serious concern for the data. Table 2 shows the identified factors, factor loadings, Cronbach's alpha, CR and AVE.
4.2 Results and hypothesis testing
The findings show that reliability ( M = 4.37, SD = 0.71), food quality ( M = 4.04, SD = 0.74) and responsiveness of staff ( M = 4.01, SD = 1.02) scored high on the Likert scale ( Table 2 ). Lower but still high values were observed for attentiveness ( M = 3.45, SD = 1.05) and atmosphere ( M = 3.78, SD = 0.79).
Figure 1 highlights the path coefficients, significance levels and R 2 values. Reliability ( β = 0.119, p < 0.05), attentiveness ( β = 0.213, p < 0.000), responsiveness ( β = 0.114, p < 0.05) and atmosphere ( β = 0.144, p < 0.001) contributed significantly to revisit. Hence, the analysis fully confirms hypotheses H1a to H1d . Reliability ( β = 0.359, p < 0.000), attentiveness ( β = 0.193, p < 0.05) and atmosphere ( β = 0.271, p < 0.000) were found to positively contribute to food quality, thereby fully supporting H2a , H2b and H2d . However, no effects on responsiveness were found and H2c was therefore rejected. This is surprising but could be explained with potential confounding variables affecting the responsiveness construct. For example, in less formal foodservice settings in Austria, it is common to self-select a table and thus, future studies should consider this heterogeneity. H3 indicated a positive relationship between food quality and revisit, which was fully supported ( β = 0.504, p < 0.000).
To assess the mediation hypotheses, estimates and T -statistics for total, direct and indirect effects were calculated following the Preacher and Hayes (2008) procedure. To check for the significance of the mediation, the 95% bias-corrected confidence intervals were calculated, using 5,000 bootstrap samples ( Table 2 ). The findings of the mediation analysis show that atmosphere ( β = 0.139, p < 0.000), attentiveness ( β = 0.102, p < 0.01) and reliability ( β = 0.177, p < 0.000) are partially mediated by food quality. This confirms hypothesis H4a , H4b and H4d , but H4c is rejected since no effects were found. Following Hair et al. (2017) , the findings show partial mediation since indirect and direct effects are both significant and in the same direction. Lastly, the influence of mystery guests' characteristics on food quality ( H5 ) and revisit ( H6 ) was assessed, but no significant effects for age, gender, stress level, accompany and expertise were found. Thus, H5a–H5e and H6a–H6e were rejected.
5. Discussion and conclusions
5.1 conclusions.
This paper highlights the importance of quality factors in the full-service foodservice industry. While staff-related SQ emerged as an important factor for revisit intention, the findings also highlighted the role of atmosphere and the mediating effects of food quality for revisits. These findings are essential since securing positive experiences leading to satisfaction and revisit is crucial for the success of foodservices. This study thus complements existing literature, which highlights the direct impact of functional quality on revisit intention ( Luo et al. , 2019 ), but also confirms studies that have shown the role of food quality in revisiting and satisfaction ( Sulek and Hensley, 2004 ). In detail, the findings underline that food quality partially mediates the relationship between attentiveness, reliability and atmosphere ( Table 3 ). Additionally, this paper also offers an important methodological contribution by emphasizing the potential of e-mystery guest approaches for future quality evaluations. Combining a traditional mystery guest approach ( Wiele et al. , 2005 ) with widely available mobile technology resulted in an e-mystery approach with real-time assessments, fixed time issues and showed an alternative to convenience sampling ( Ryu et al. , 2012 ; Sulek and Hensley, 2004 ).
5.2 Theoretical implications
The findings of this paper highlight five critical quality dimensions for foodservices. Consistent with previous studies, the findings show that SQ is a key requirement to ensure revisits ( Gupta et al. , 2007 ; Stevens et al. , 1995 ). In particular, the findings highlight the importance of functional and staff-related factors such as attentiveness and reliability ( Table 3 ). These findings correspond with Muskat et al. (2019) , who demonstrated the importance of employee interactions for dining experiences. This also supports the early work of Grönroos (1984) and Brady and Cronin (2001) , discussing the importance of functional and interactional quality.
In light of established theories, the findings provide several insights. Parasuraman et al. (2005) synthesize that “consumers retain product information in memory at multiple levels of abstraction” ( 2005 , p. 217). From a means-end chain perspective, the findings allow a process-oriented exploration of the importance of attributes (e.g. atmosphere), functional consequences (e.g. responsiveness and reliability) and psychological consequences (e.g. attentiveness) for value creation, which results in increased revisit intention. Second, in light of the theory of reasoned action ( Ajzen and Fishbein, 1980 ), which aims to explore individuals' behavior in the purchase process, the findings highlight five factors (reliability, attentiveness, responsiveness, atmosphere and food quality) that can be used to explain this process in foodservices. Following these theoretical considerations, quality assessments result from the evaluation of upstream factors, which emphasize the role of intangible experiences such as attention and reliability for service experiences in foodservices.
Additionally, it is also shown that customer's intention to revisit is affected by atmosphere ( Figure 1 ), which consists of factors such as pleasant atmosphere and clean facilities ( Table 2 ). In line with previous research, the importance of gastronomic environment and food sanitation as a basic requirement for customer satisfaction is confirmed ( Liu and Jang, 2009 ; Han and Hyun, 2017 ). In the structural model, food quality was found to partially mediate the SQ–revisit relationship ( Table 3 ). This also supplements previous studies ( Luo et al. , 2019 ; Erkmen; Hancer, 2019 ) on the importance of delightful service but also underlines the importance of food quality to achieve revisit. In summary, while much attention is given to service experiences and the service encounter, the findings highlight that the art of preparing excellent and tasty food should not be underestimated, as Bujisic et al. (2014) also reported for different types of restaurants. Also, Liu and Jang (2009) confirmed the importance of technical quality, service reliability and environmental cleanliness to secure satisfaction and achieve positive behavioral intentions. The results of this study underline that the quality of service encounters, which is in this study partially mediated by the food quality, significantly affects customers' behavioral intentions. This is also supported by Sulek and Hensley (2004) , who showed that food quality was most important for return intention and satisfaction.
Regarding early research on SERVQUAL ( Parasuraman et al. , 1988 ) and DINESERV ( Stevens et al. , 1995 ), the results indicate that nowadays SQ has become a fundamental factor for foodservices due to increasing specialization and professionalization. Recently customers are more experienced in food quality and they search for atmosphere ( Liu and Tse, 2018 ; Ryu et al. , 2012 ). In the context of ethnic restaurants, Muskat et al. (2019) found proof that an authentic atmosphere plays an important role for satisfaction in Austrian ethnic restaurants.
Integrating e-mystery guest approaches for data acquisition allows collecting real-time data over a more extended period, which provides direct assessments of customers' experiences ( Wilson, 1998 ). This provides an advantage in the evaluation of foodservices, where services and products are known to be heterogeneous, perishable and inseparable from the consumption process ( Ladhari, 2009 ). The e-mystery approach results in direct evaluations of quality dimensions and no bias is introduced by filling out the questionnaire after finishing the visit. Nevertheless, the findings underline that research designs using mystery guest approaches need to pay special attention to the training and selection of mystery guests that often have varying degrees of expertise ( Wiele et al. , 2005 ).
5.3 Managerial implications
Even though customers represent highly heterogeneous subgroups with different traits and characteristics ( Ihtiyar et al. , 2018 ), the findings of this study have important implications for the configuration of quality dimensions for foodservices. Improvements in the full-service food industry need to address staff-related factors, such as attention and reliability, but also factors that result as process outcomes (e.g. food quality). Since employees' interactions with guests contribute positively to enhance dining experiences ( Muskat et al. , 2019 ), it is necessary to train employees to stay connected with their guests ( Luo et al. , 2019 ). On the one hand, communication and emotional skills of employees seem to be of utmost importance to interact with guests and provide successful service processes ( Lloyd and Luk, 2011 ; Mattila and Enz, 2002 ). On the other hand, an increasing number of cross-cultural service encounters occur, leading to the need to train employees for culturally sensitive communication and services in restaurants ( Lee, 2015 ; Ihtiyar et al. , 2019 ). Besides, environmental factors such as atmosphere have shown to positively affect customers' intentions but appear more challenging to manage ( Liu and Tse, 2018 ). Restaurant managers need to be aware of dealing with and arranging the restaurant's environment, including factors such as atmosphere and target groups ( Bilgihan et al. , 2018 ). Recently, Karamustafa and Ülker (2020) report that restaurant attributes related to cleanliness were found to be the most important attributes when evaluated from foreigners in a tourism context. The ideal composition of ambiance, space and function as well as artifacts, signs or symbols forms a prerequisite for positive customer and employee experiences during the service process ( Karamustafa and Ülker, 2020 ; Bujisic et al. , 2014 ; Muskat et al. , 2019 ; Nguyen et al. , 2018 ).
Consequently, managers of restaurants should be able to deliver an appealing atmosphere for their target group, including light and sound solutions, an appropriate location with parking spaces and authentic menus of high quality ( Muskat et al. , 2019 ; Bilgihan et al. , 2018 ). External knowledge from light and interior designers can deliver successful inputs as well as from restaurant consulters. Since the findings also highlight the mediating role of food quality, this also points out the importance of providing high-quality education for future chefs. This requires both specialized schools for career starters and further training opportunities for employees, who choose to engage in the foodservice industry on the second educational path.
5.4 Limitations and future research
This research includes several limitations. Although the mystery guest approach has shown to be valid and promising ( Wilson, 1998 ), training and preparation remain essential. Since partial mediation was found, this indicates that there exist other potential mediators for the quality–revisit relationship ( Hair et al. , 2017 ). Thus, future research will be necessary to examine possibly omitted mediators and moderators, also in other settings and locations. It will be necessary to extend and evaluate the findings of this paper in other studies using, for example, experimental approaches or a qualitative open critical incident technique to gather deeper insights and thick descriptions of service encounters in the foodservice sector. Additionally, the e-mystery guest approach provides vital insights into the performance of SQ and can be used to gather consumer-driven knowledge for future SQ studies. Lastly, future research needs to explore the role of service innovations ( Pikkemaat et al. , 2019 ; Pikkemaat; Zehrer, 2016 ) to improve quality perceptions and if conditions relating to experiences influence customers' behavior, for example, perceived authenticity of the employees or spoken languages.
Service quality, atmosphere, food quality, revisit intention and mystery guests' characteristics
Mystery guests' characteristics
| Characteristics | No. (#) | Percentages (%) |
|---|
| = |
| Female | 38 | 57% |
| Male | 28 | 43% |
| |
| Under 20 | 10 | 15.5% |
| 21–30 | 11 | 16.5% |
| 31–40 | 10 | 15.5% |
| 41–50 | 10 | 15.5% |
| 51–60 | 12 | 17.0% |
| 61 and older | 13 | 19.0% |
| |
| Occasional customer | 16 | 24% |
| Experienced customer | 39 | 58.5% |
| Expert | 11 | 17.5% |
| |
| Single | 39 | 15.6% |
| Group of two | 167 | 67.6% |
| More than two | 41 | 16.7% |
| | 29.91 | |
| Spent more than planned | 134 | 54.2% |
| Spent less than planned | 113 | 45.8% |
| Average visits per restaurant | 4 | Accounting for 73% of all visits |
Factor analysis of SQ constructs
| | EFA loadings | PLS-SEM loadings (CR) | Mean (SD) |
|---|
| | = 0.764 | CR = 0.852 | 4.37 (0.71) |
| All ordered drinks were served quickly and perfectly | 0.759 | 0.779 | 4.43 (0.79) |
| Delivery of all ordered drinks and food left nothing to be desired | 0.707 | 0.767 | 4.42 (0.80) |
| The entire order was placed quickly and easily | 0.821 | 0.795 | 4.62 (0.66) |
| I was able to order immediately after receiving the drinks/menu | 0.791 | 0.731 | 4.49 (0.76) |
| | = 0.878 | CR = 0.895 | 3.45 (1.05) |
| The attentive nature of the staff stimulated increased consumption | 0.835 | 0.748 | 2.79 (1.31) |
| The staff literally read the wishes from my eyes | 0.845 | 0.785 | 3.17 (1.17) |
| The staff asked if everything was for the best | 0.780 | 0.747 | 3.84 (1.34) |
| I felt warmly and professionally looked after during the whole visit | 0.798 | 0.832 | 4.08 (0.94) |
| My waitress/waiter was especially attentive during the whole visit | 0.865 | 0.857 | 3.58 (1.15) |
| | = 0.701 | CR = 0.856 | 4.01 (1.02) |
| I was immediately noticed | 0.844 | 0.845 | 4.45 (0.89) |
| The welcome was very friendly | 0.786 | 0.740 | 3.81 (1.48) |
| I was immediately offered a suitable place/table | 0.817 | 0.856 | 4.14 (0.95) |
| | = 0.583 | CR = 0.774 | 3.78 (0.79) |
| The atmosphere is pleasant | 0.648 | 0.730 | 4.33 (0.76) |
| The areas are thoroughly clean | 0.745 | 0.673 | 3.10 (1.16) |
| The other guests contributed to my well-being | 0.824 | 0.816 | 3.80 (1.09) |
| | = 0.625 | CR = 0.804 | 4.04 (0.74) |
| For this type of restaurant, the range of drinks and food leaves nothing to be desired | 0.706 | 0.757 | 4.11 (0.96) |
| The sensory quality of food and beverages was excellent | 0.830 | 0.825 | 4.23 (0.88) |
| The price/performance ratio for the food/drinks offered is excellent | 0.714 | 0.694 | 3.92 (0.89) |
| | = 0.852 | CR = 0.912 | 3.88 (1.06) |
| I would recommend the restaurant because of the service experience | 0.926 | 0.923 | 3.96 (1.06) |
| I would recommend this place because of the quality of the food/drinks | 0.815 | 0.823 | 4.18 (1.03) |
| Based on all my experiences I would visit the restaurant again | 0.897 | 0.893 | 3.85 (1.27) |
Structural relationships and hypothesis decisions
| | Estimate | SE | -value | Bias corrected 95% C.I. | -value | Decision |
|---|
| : Reliability → Revisit | 0.119 | 0.052 | 2.278 | | | 0.023 | Supported |
| : Attentiveness → Revisit | 0.213 | 0.053 | 4.037 | | | 0.000 | Supported |
| : Responsiveness → Revisit | 0.114 | 0.056 | 2.027 | | | 0.043 | Supported |
| : Atmosphere → Revisit | 0.144 | 0.046 | 3.134 | | | 0.002 | Supported |
| : Reliability → Food quality | 0.359 | 0.066 | 5.437 | | | 0.000 | Supported |
| : Attentiveness → Food quality | 0.193 | 0.077 | 2.506 | | | 0.012 | Supported |
| : Responsiveness → Food quality | −0.05 | 0.068 | 0.740 | | | 0.459 | Not supported |
| : Atmosphere → Food quality | 0.271 | 0.066 | 4.110 | | | 0.000 | Supported |
| : Food quality → Revisit | 0.504 | 0.049 | 10.267 | | | 0.000 | Supported |
| : Reliability → FQ → Revisit | 0.177 | 0.034 | 4.544 | 0.108 | 0.265 | 0.000 | Supported |
| : Attentiveness → FQ → Revisit | 0.102 | 0.04 | 2.437 | 0.023 | 0.18 | 0.008 | Supported |
| : Responsiveness → FQ → Revisit | −0.025 | 0.034 | 0.744 | −0.093 | 0.038 | 0.472 | Not supported |
| : Atmosphere → FQ → Revisit | 0.139 | 0.033 | 4.205 | 0.073 | 0.202 | 0.000 | Supported |
| : Age → Food quality | 0.025 | 0.05 | 0.503 | | | 0.615 | Not supported |
| : Gender → Food quality | 0.048 | 0.056 | 0.860 | | | 0.390 | Not supported |
| : Accompany → Food quality | 0.049 | 0.048 | 1.008 | | | 0.314 | Not supported |
| : Stress level → Food quality | −0.043 | 0.056 | 0.769 | | | 0.442 | Not supported |
| : Expertise → Food quality | 0.08 | 0.055 | 1.463 | | | 0.144 | Not supported |
| : Age → Revisit | 0.017 | 0.032 | 0.542 | | | 0.588 | Not supported |
| : Gender → Revisit | 0.059 | 0.037 | 1.600 | | | 0.110 | Not supported |
| : Accompany → Revisit | 0.002 | 0.031 | 0.076 | | | 0.939 | Not supported |
| : Expertise → Revisit | 0.04 | 0.031 | 1.275 | | | 0.202 | Not supported |
| : Stress level → Revisit | 0.042 | 0.036 | 1.139 | | | 0.255 | Not supported |
SQ factors and items; all items were evaluated on a Likert scale from 1 = “strongly disagree” to 5 = “strongly agree”
| Dimensions and adapted sources | Items |
|---|
Physical facilities, equipment and appearance of people | The atmosphere is pleasant |
| The areas are thoroughly clean |
| The other guests contributed to my well-being |
Ability to perform the promised service dependably and accurately | All ordered drinks were served quickly and perfectly |
| Delivery of all ordered drinks and food left nothing to be desired |
| The entire order was placed quickly and easily |
| I was able to order immediately after receiving the drinks/menu |
Willingness to help customers and provide prompt service | I was immediately noticed |
| The welcome was very friendly |
| I was immediately offered a suitable place/table |
Individualized attention toward customers (2007) | The attentive nature of the staff stimulated increased consumption |
| The staff literally read the wishes from my eyes |
| The staff asked if everything was for the best |
| I felt warmly and professionally looked after during the whole visit |
| My waiter/waitress was especially attentive during the whole visit |
Offered variety and tasty food | For this type of restaurant, the range of drinks and food leaves nothing to be desired |
| The sensory quality of food and beverages was excellent |
| The price/performance ratio for the food/drinks offered is excellent |
Degree of intent to revisit (1999), | Based on all my experiences I would visit the restaurant again |
| I would recommend the restaurant because of the service experience |
| I would recommend this place because of the quality of the food/drinks |
Descriptives and correlations
| | | SD | Reliability | Attentiveness | Responsiveness | Atmosphere | Food quality | Revisit | Expertise | Gender | Accompany | Age | Stress |
|---|
| Reliability | 4.37 | 0.71 | 1 | | | | | | | | | | |
| Attentiveness | 3.45 | 1.05 | 0.545** | 1 | | | | | | | | | |
| Responsiveness | 4.01 | 1.02 | 0.453** | 0.624** | 1 | | | | | | | | |
| Atmosphere | 3.78 | 0.79 | 0.351** | 0.450** | 0.350** | 1 | | | | | | | |
| Food quality | 4.04 | 0.74 | 0.482** | 0.482** | 0.310** | 0.445** | 1 | | | | | | |
| Revisit | 3.88 | 1.06 | 0.590** | 0.676** | 0.527** | 0.527** | 0.766** | 1 | | | | | |
| Expertise | 2.07 | 0.64 | 0.032 | 0.031 | 0.032 | 0.036 | 0.051 | 0.120* | 1 | | | | |
| Gender | 1.58 | 0.49 | −0.109 | –0.179** | −0.024 | −0.098 | −0.027 | 0.014 | 0.342** | 1 | | | |
| Accompany | 2.01 | 0.57 | −0.097 | 0.003 | 0.027 | −0.051 | 0.031 | 0.017 | 0.118 | 0.171** | 1 | | |
| Age | 3.56 | 1.88 | 0.035 | 0.137* | 0.100 | −0.024 | 0.031 | 0.027 | –0.173** | –0.241** | −0.081 | 1 | |
| Stress | 2.15 | 0.43 | −0.008 | –0.137* | −0.019 | −0.092 | −0.090 | −0.073 | −0.102 | −0.033 | −0.007 | −0.007 | 1 |
: = 247; * < 0.05, ** < 0.01| | Substantive FL | 1 | Method FL | 2 |
|---|
| |
| All ordered drinks were served quickly and perfectly | 0.833*** | 0.694 | –0.066 | 0.004 |
| Delivery of all ordered drinks and food left nothing to be desired | 0.622*** | 0.387 | 0.144 | 0.021 |
| The entire order was placed quickly and easily | 0.889*** | 0.790 | –0.107 | 0.011 |
| I was able to order immediately after receiving the drinks/menu | 0.722*** | 0.521 | 0.042 | 0.002 |
| |
| The attentive nature of the staff stimulated increased consumption | 0.989*** | 0.978 | –0.258*** | 0.005 |
| The staff literally read the wishes from my eyes | 0.855*** | 0.731 | –0.072 | 0.050 |
| The staff asked if everything was for the best | 0.954*** | 0.910 | –0.224 | 0.174 |
| I felt warmly and professionally looked after during the whole visit | 0.447*** | 0.200 | 0.417* | 0.009 |
| My waitress/waiter was especially attentive during the whole visit | 0.771*** | 0.594 | 0.096*** | 0.005 |
| |
| I was immediately noticed | 0.937*** | 0.878 | –0.121 | 0.015 |
| The welcome was very friendly | 0.788*** | 0.621 | –0.049 | 0.002 |
| I was immediately offered a suitable place/table | 0.722*** | 0.521 | 0.166*** | 0.028 |
| |
| The atmosphere is pleasant | 0.659*** | 0.434 | 0.071 | 0.005 |
| The areas are thoroughly clean | 0.644*** | 0.415 | 0.017 | 0.000 |
| The other guests contributed to my well–being | 0.873*** | 0.762 | –0.075 | 0.006 |
| |
| For this type of restaurant. the range of drinks and food leaves nothing to be desired | 0.842*** | 0.709 | –0.087 | 0.008 |
| The sensory quality of food and beverages was excellent | 0.748*** | 0.560 | 0.076 | 0.006 |
| The price/performance ratio for the food/drinks offered is excellent | 0.695*** | 0.483 | 0.005 | 0.000 |
| |
| I would definitely recommend the restaurant because of the service experience | 1.048*** | 1.098 | –0.141*** | 0.154 |
| I would definitely recommend this place because of the quality of the food/drinks | 0.476*** | 0.227 | 0.393*** | 0.047 |
| Based on all my experiences I would visit the restaurant again | 1.083*** | 1.173 | –0.216** | 0.020 |
| | 0.79 | 0.65 | 0.001 | 0.03 |
Note(s) : * p < 0.05, ** p < 0.01, *** p < 0.001
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Acknowledgements
The authors would like to thank the Austrian Federal Economic Chamber (WK Tirol) for supporting this project, as well as Ass.-Prof. Dr. Günther Botschen who provided insight and expertise that greatly assisted the research.
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Service Quality And Customer Satisfaction In Restaurant Industry Using Partial Least Square
The restaurant business has changed due to a new trend of customer preferences and demand. As an entrepreneur, being flexible and adaptability to the changes needed to ensure they can serve and fulfil customer demand. Maintaining the service quality is the main strategies to tackle the customer to remain satisfied and loyalty with the restaurant service. Fail to maintain good service, and the restaurant may lose the customer and struggle to survive in the market and industry. Hence, the purpose of this paper is to investigate the underlying key dimensions of service quality in selected local restaurants influence customer satisfaction. The fundamental of the SERVQUAL model of reliability, responsiveness, empathy, price, tangibility and assurance has applied to this study. A survey conducted among local restaurants located in Bukit Jelutong and there were 238 customers have participated. Data further analysed using Partial Least Square (PLS), and the finding revealed only responsiveness and tangibility were not supported while assurance, empathy, price and reliability were significant to this study. The finding implies to further into the service quality factors as perceived by the customer in having a local restaurant in Malaysia. Besides, this the finding implies to managers to consider the strategies to sustain and maintain customer satisfaction. Keywords: Customer loyalty customer satisfaction service quality
Introduction
The business trend nowadays struggles to survive in the competitive restaurant industry. Most of the business strategy aims to attract more customers with dedicated services and high quality of food that ultimately will create customer loyalty and increase customer satisfaction ( Gilbert et al., 2004 ) through improving the service quality. Service quality has widely discussed in the foodservice industry, and most of the owner of the restaurant agreed that the service quality is one of the competitive advantages for them to offer to the customers and compete with other competitors. Throughout the service quality, a restaurant capable of increasing their customer satisfaction, gain more profit, attract more numbers of customers, and create loyalty among the customer ( Ha & Jang, 2010 ). Recently, the local restaurant industries are competing with the high numbers of the international restaurant such as China, United Kingdom, Australia and Indonesia. All the competitors' have started up their business in Malaysia. Therefore, customer, either local or foreigner may have varieties choice of restaurants and the restaurant is competing with each other to gain the number of customers.
Problem Statement
The critical challenge for foodservice is a competitive market where all the restaurants in Malaysia struggle to maintain and sustain their services in the market ( Seth et al., 2005 ). The competitive market influenced by the changes in customer preferences which are inevitable. Customers have their right and choice to fulfil their demand and intent to have a new experience of the services provided in the restaurant. To this point, a customer looking forward to the high service quality that can make them feel satisfied and willing to be a loyal customer. According to Munhurrun ( 2012 ), the elements that used to study service quality and customer satisfaction. However, most of the relevance of the findings and related to the practice in other countries such as the United States and China compared to practice among local restaurants in Malaysia ( Chow et al., 2007 ; Kim et al., 2009 ; Kivela et al., 2000 ; Soriano, 2002 ).
Service quality (SERQUAL) theory
Fundamentally Theory of Service Quality (SERQUAL) has been introduced by Parasuraman, Zeithaml, and Berry in 1988. Most of the studied in service quality applied the theory to measure the service quality in various areas included foodservice. There are five elements of services quality consist of reliability, assurance, empathy, responsiveness, and tangible assets. Reliability refers to the dependably and accurately of delivering services to customers. In restaurant practices, the service must deliver accurate information that offers and order by customers. The service and information that share to customers consistent with what the restaurant offer and practice. The second element is responsiveness which refers to the volunteering values to offer assistance to customers. The restaurant commonly is responsible and responsive to the demand of the customer to maintain and sustain customer satisfaction and loyalty ( Chen & Myagmarsuren, 2013 ). On the other hand, assurance relates to the service and staffs they have high courtesy when they serve customers, competency of employees to influence customers trust and confidence to the service offered. Moreover, empathy is another element that most of the restaurant needed to add in their service quality. Staffs and restaurant well understand the customer needs and demand. Finally, it is tangible that physically appear to the customer when they visit the restaurant. The facilities, furniture, equipment, ambience and personnel of staffs ( Yarimoglu, 2014 ).
Service quality and restaurant
Empirical studied of service quality, and restaurant highlight discussion of reliability and empathy are the most common elements that highlight in restaurant services studies. Studies conducted by Lee et al. ( 2007 ) investigated the internal service quality of few restaurants in Jordan found reliability and empathy are significant to increase the restaurant performance and customer satisfaction. Another finding found that reliability and tangibles are also elements to promote more customers to the restaurant ( Chowdhary & Prakash, 2007 ). Furthermore, Chowdhary and Prakash ( 2007 ) claimed elements of assurance and empathy are needed to have good communication and interpersonal relationship between staffs and customers. With those elements mentioned strongly convinced the restaurant to deliver high service quality to customers. However, the restaurant service quality is difficult to evaluate as the different assessments made to different service, theme, and operation of the restaurant. Therefore, the elements of service quality might be useful to drive the restaurant owners or managers to upgrade and deliver high service quality to the customers.
Research Questions
Is there a significant relationship of reliability, assurance, empathy, responsiveness, and tangible assets towards customer satisfaction?
Purpose of the Study
Consequently, this study aims to investigate the five elements of service quality consists of reliability, assurance, empathy, responsiveness, and tangible assets on customer satisfaction within local restaurants in Selangor. This study expected to facilitate local restaurants in Selangor to boost customer satisfaction by strengthening their food service.
Research Methods
This study has surveyed 238 of customers who walked into the restaurant of One Serambi Cafe as located in Bukit Jelutong. There are 26 items of assurance, empathy, price, reliability, responsiveness and tangible and four items of customer satisfaction which adapted from Parasuraman et al. ( 1988 ). The selection of the customer used a convenient sampling technique that every customer entered the restaurant was selected as the sample of this studied. The data collected further analysis using statistical analysis of Partial Least Square (PLS) to investigate the significance of five dimensions of SERQUAL towards customer satisfaction. In PLS, there is a thorough analysis of the measurement model structural model.
Background of respondents
As shown in Table 01 , a total of 235 respondents' shows that 150 customers group as working and 85 of them were non-working. Most of the customers visited and enjoyed the meal were among the working people. Moreover, the result indicated 57.44 per cent, which total of 135 customers was female and 42.55 per cent of 100 customers were male. The finding revealed this study dominantly responded by the female. Next, the highest number of customers which was 120 aged in between 25 to 35 years. The second higher responses were the customers who were aged 35 to 45 years old, with a total of 70 customers fast-food and only 20 of the respondents was aged 15 to 25 years old. The finding revealed that most of the customers who always visit the restaurant categorized as young and adults of this study.
Measurement model assessment
Table 02 revealed the results of the measurement model. The result of factor loading indicates that of 26 indicators was higher than 0.5, which all were loaded highly on the construct. The constructs showed the convergent validity of assurance, empathy, price, reliability, responsiveness, tangible and customer satisfaction exceeded the recommended value 0.7 of composite reliability ( Hair et al., 2010 ). Meanwhile, the result of the average variance extracted (AVE) is in the range of 0.564 to 0.756 and can explain that all the items tested are relevant and reliable to this study. As shown in Table 03 , Fornell Lacker analysis interpreted the indicators measuring that constructs are adequate discriminant validity. The result assesses as the AVE values of the construct do not higher than the other constructs values. According to Compeau et al. ( 1999 ) that constructs should load more strongly on their construct while the AVE share between each construct also should be greater than the variance shared. The Figure 01 illustrated the measurement model of this study.
Structural model
In a structural model, Table 04 showed the path coefficient estimates using bootstrapping to assess significance value which is less than 0.05 equal to t-values must greater than 1.96 and confirmed with the confidence intervals assessment. The R 2 value is 0.474, suggesting that 47.4 per cent of the variance in an extent of satisfaction can be explained by assurance, empathy, price, reliability, responsiveness and tangible. Result in Table 04 revealed that assurance, empathy, price and reliability are positively related to customer satisfaction. Hence, H1, H2, H3, H4 supported by this study. Besides, explained by Cohen ( 1988 ) the size of the effect of 0.02, 0.15 and 0.35 are weak, moderate and strong effects. In this study, there is a small effect size of assurance, empathy, price and reliability towards customer satisfaction. While responsiveness and tangible were not statistically significant towards customer satisfaction. Thus, H5 and H6 not supported for this studied. In final, the result revealed the lower limit, and upper limit values of assurance, empathy, price, reliability did not contain zero and explained the direct effects is significantly different from zero with 95 per cent confidence except for responsiveness and tangible.
The possibility of this happens to One Serambi Café highlight the most of the customer expects the employee knowledgeable of the food and attitude of the employees are presentable to the customer. The manager practically trains the employee to prioritise the customer. This possible create customer have appreciated and priority to the restaurant. More than that, this study highlights to understand the customer feeling and emotion are important due to minimising the feeling of dissonance or frustrated. For the price, this study explained that the affordable of the customer to pay the food and service with relevant price offer to them. Customer willing to pay more if the food and services meet their satisfaction. In the final finding, the reliability of the food and service delivery consistently significant to customer satisfaction as less error or mistake able to make the customer feel happy and satisfy. The dimension of responsiveness and tangible possible were not signed with customer satisfaction because the customer perceives and judge in a critical event such as peak hour of dining in, the employee lack of volunteering to assist the customers and provide excellent service. In the final discussion, the dimension of tangible was no significant due to the interior design, layout and physical of the restaurant need some improvement to fulfil the customer demand and satisfaction. The finding of this studied had similar finding with Lee et al. ( 2007 ) and Munhurrun ( 2012 ); however, all the dimensions of service quality measured were the strongest direct effects on user satisfaction. Hence, this study explained the different setting might influence the difference finding of this study.
As a conclusion, this study aimed to predict the reliability, the validity of determinant service quality and predict the relationship of the model in this study. The finding found that only responsiveness and tangibility were not statistically supported. In contrast to assurance, empathy, price and reliability supported by this study. The finding implies to perspective as manager. As a manager, the finding facilitates to learn about the demand of the customer towards their services and product. The entrepreneur has to improve the platform for the customer to give feedback while the staff will get feedback from the customer. Consistently, employees need well trained to response ethically and professional ways to customer‘s feedback and complaint. Training should concentrate not only to the business product and services but need included emotional intelligence as managing their own emotion and customer’s emotion.
Further, improve and bring a new and creative idea to tackle the demand and changes in customer preferences. The change of customer preference is unpredictable; therefore, as an entrepreneur, they should be agile to the changes of the customer. The services and product that will increase the values of assurance, empathy, price and reliability. In a future study, this study recommends reviewing the SERQUAL dimension to purchase a mediating effect on customer loyalty and satisfaction among local restaurant.
Acknowledgments
The research project conducted under the provision of a grant, the Internal Grant (DUCS 038/2018), awarded by the Universiti Teknologi MARA, Cawangan Selangor, Puncak Alam Campus for the support and other assistance.
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Razak, N. A., Aminuddin, Z. M., & Ghazali, A. R. (2020). Service Quality And Customer Satisfaction In Restaurant Industry Using Partial Least Square. In Z. Ahmad (Ed.), Progressing Beyond and Better: Leading Businesses for a Sustainable Future, vol 88. European Proceedings of Social and Behavioural Sciences (pp. 218-225). European Publisher. https://doi.org/10.15405/epsbs.2020.10.20
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Literaturnoe Kafe (Literary Cafe): Description
Located on the Nevsky Prospekt site of the former Wolf and Beranger confectionery, opened in 1816, this café has seen many famous people in its long life, including the great Russian poet Alexander Pushkin, a waxwork figure of whom sits at one of the tables. Divided into two floors, serving a cafe menu downstairs and with a more formal dining room on the first floor, the Literary Cafe serves Russian and European cuisine cooked to traditional recipes.
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The 13 Best Restaurants in St Petersburg
By Chris Boyle
You can dispel any unfavorable ideas you may have of Russian cooking; St Petersburg is packed full of interesting and diverse restaurants.
The dining scene is a mixture of traditional restaurants recreating the atmosphere of Imperial Russia and modern, trendy establishments appealing to the new generation of affluent Russians.
Cuisine: Italian
Francesco was the first real Italian family restaurant in St Petersburg. The restaurant’s menu is designed in a peculiar way.
It consists of exclusively original home recipes which distinguishes it from other restaurants. It is not only the rare spices but also the spirit of sunny Italia that add to the flavor of each dish.
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The heart of the restaurant is its warm atmosphere. The restaurant resembles a cozy dining room perfect for gathering together relatives and family friends. Francesco is first and foremost a large hospitable house with its own well-loved and time-honored traditions. The interior of Francesco was created by the Instudio design studio in Moscow, with furniture brought specially from Italy. Everything represents the concept of the establishment with its unique homelike coziness – large soft couches, beautiful chairs, mirrors in heavy hand-made wooden frames, golden candlesticks and wrought iron lamps.
Francesco is a place where you can find delicious meals, celebrate glorious events and feel part of a big friendly family.
Open from: 12pm until the last guests leave
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+7 812 275 0552
[email protected]
Suvorovskiy Prospect 47, St Petersburg
www.restoran-francesco.ru
BEAU RIVAGE
Cuisine: French
Style / Ambiance: Situated in the Hotel Moika 22 Kempinksi, Beau Rivage has earned a reputation for flawlessly creating the experience of dining in France.
This elegant and sophisticated establishment provides exemplary classical French cuisine to the city’s wealthy patrons, who turn up for the intimate atmosphere and classy décor which perfectly complements the fine food on offer. As you would expect from a top-class eatery, the wine list is excellent and the service impeccable. The restaurant also offers a fantastic breakfast menu for those who like to start their day with some delicious French cuisine. A place for romantics, this restaurant is as popular with critics as it is with the well-to-do Russian society.
Anna Khanina, Director of Revenue and Marketing
+7 812 335 9111
Moika River Embankment 22, 191186
www.kempinski.com
L’EUROPE RESTAURANT
Cuisine: Haute
Style / Ambiance: One of the leading restaurants in St Petersburg, L’Europe melds elegant turn-of-the-century décor with impeccable haute cuisine.
Located in the lavish Grand Hotel Europe, the restaurant has established a reputation for dining excellence. The sumptuous dishes on offer blend European and Russian cuisine, and combined with the fantastic Art Nouveau interior, create a dining experience fit for a Tsar. Live music, including the trademark Tchaikovsky night which takes place every Friday, makes for a memorable dining experience. Don’t miss the spectacular Sunday caviar and champagne brunch, an event which attracts the city’s elite.
Irina Khlopova, Public Relations Manager
+7 812 329 6000
[email protected]
Nevsky Prospekt, Mikhailovskaya Ulitsa 1/7, 191186
www.grandhoteleurope.com
Style / Ambiance: The announcement that world-famous chef Alain Ducasse would be opening a miX restaurant at the W St Petersburg hotel was met with widespread enthusiasm from the city’s food critics.
The arrival of a top-class chef meant that the city could be now considered as a center of culinary excellence, which will in turn encourage restaurateurs to establish themselves in St Petersburg. MiX restaurant blends art and contemporary design to create a stylish atmosphere that appeals to a young, trendy crowd, while the large chandelier and open kitchen add to the sense of modern luxury. The food is French Cuisine, and unsurprisingly of a high quality.
Samantha Hunter, Director of Beverages and Food
+7 812 610 6161
[email protected]
Voznesensky Prospekt, 6
www.wstpetersburg.com
Cuisine: Japanese / Italian
Style / Ambiance: As a popular destination for the city’s social elite, Ginza is one of the trendiest restaurants in St Petersburg.
The restaurant offers an eclectic mix of Japanese and Italian food, with a primary emphasis on Japanese culinary influences, although traditional recipes have been tweaked to perfectly suit European tastes. Since it opened in 2003, the restaurant has been the choice of the St Petersburg jet set with a taste for high-quality food. The atmosphere of the restaurant is laid-back, with a simple interior design and friendly staff. It’s not just fine dining on offer at Ginza, however; the restaurant has been known to throw some of the hottest parties in St Petersburg.
+7 812 324 7094
[email protected]
Aptekarsky Prospekt, 16
Website: www.restoran-ginza.ru
TALEON RESTAURANT
Cuisine: Modern European
Style / Ambiance: With the reputation of a threetime winner of the most luxurious restaurant in St Petersburg, you could be forgiven for expecting something a little special from the Taleon.
After all, in a city well known for its opulence, luxury in St Petersburg has a different meaning to that of other cities. Thankfully, the Taleon club does not disappoint; the rooms are inspired by the reign of Louis XVI and the Russian Empire, and with renaissance paintings hung on the ornate walls, the grandeur of the room would have suited Catherine the Great herself. Chef Alexander Dregolsky provides innovative European fare, presented beautifully by the immaculately attentive staff. The wine list is one of the finest in the city, and includes several fine cognacs and cigars. It is worth visiting the restaurant during the day; the Sunday morning caviar, lobster and champagne brunch is famous throughout the city.
Igor Yarusov
+7 812 324 9911
Nevsky Prospekt 15, 191186
www.taleon.ru
RUSSKAYA RYBALKA
Cuisine: Fish
Style / Ambiance: Russkaya Rybalka or the ‘Russian Fishing’ restaurant is one of the most charming eateries in St Petersburg.
Set in a picturesque wooden hut overlooking a lake teeming with fish, guests catch their own dinner. Trout, sturgeon, carp, crayfish and starlet are among the options, and once caught the chef will prepare it for you in a number for different ways, such as smoked or baked on charcoal. Bait, tackle, rods and expert advice are all provided by the friendly staff, and the restaurant also offers the option of renting small heated wooden huts as well as eating in the main building. Fishing is even possible in the winter due to heated pools, and there are plenty of fish in the restaurant for those unlucky enough not to catch something. The restaurant’s atmosphere is fun and family-oriented, and the food is delicious, homecooked fare of such a standard that Vladimir Putin and Jacques Chirac have both been guests.
+7 812 323 9813
[email protected]
Uzhnaya Doroga 11, Krestovsky Ostrov
www.russian-fishing.ru
Cuisine: Traditional Russian
Style / Ambiance: Naming a lavish, luxurious restaurant in St Petersburg Tsar may be akin to naming a similarly-styled eatery in London Queen Victoria’s, but fortunately this restaurant is not another attempt to recreate the splendor of the Tsarist times.
While the décor of the restaurant will bring to mind late 19th and early 20th century Russia, the enthusiasm of the waiting staff and the innovative menu help to transform the restaurant into a welcoming and classy dining facility. Elegant, sophisticated food is on offer with a modern twist, and clientele inside are usually cigar-smoking businessmen completing multi-million dollar deals and stylish women dressed in the latest fashions. The wine list has been expertly concocted by the sommelier, and there’s even the option to try vodka the way Alexander III preferred. The success of the restaurant lies in that it does not make you feel like a Tsar, more like the modern equivalent.
+7 812 930 0444
[email protected]
Sadovaya Street, 12
www.tsar-project.ru
Cuisine: Fusion
Style / Ambiance: Situated in one of the trendier districts of St Petersburg and with a roof top view to rival Bellevue, the Terrassa is one of the city’s most stylish restaurants.
A place to see and be seen, the restaurant is supremely elegant, providing guests the chance to dress to impress, and many other guests will be clad in the latest fashions of Russia’s cultural capital. The food is an exciting blend of fusion cuisine and traditional European, and with the open plan kitchen, it is possible to watch the dishes being prepared. The wine list and service are equally excellent. Popular with locals and visitors alike, it is always best to book ahead at Terrassa; the top seats near the windows provide stunning views over the Kazansky Cathedral, and while sitting on the terrace that the restaurant is named for may not always be possible in the colder months, it provides a delightful option in the summer.
+7 812 937 6837
[email protected]
3 Kazanskaya St, 191186
www.terrassa.ru
DAVIDOV RESTAURANT
Cuisine: European / Russian
Style / Ambiance: As with many of the top restaurants in St Petersburg, Davidov provides contemporary European fare alongside traditional Russian dishes.
What sets the Davidov apart is the culinary attention to detail; traditional European and Russian dishes are transformed into exquisite delicacies worthy of the elite of Russian society. Trendy yet sophisticated, the elegant décor is based around simple, pale colors and comfortable furnishings. With an excellent wine list and wonderful views over the majestic St Isaac’s Square, the Davidov is popular with the St Petersburg elite.
Lars Heemann, Food & Beverage Director
+7 812 494 5757
[email protected]
Bolshaya Morskaya, 39, 190000
www.thehotelastoria.com
Cuisine: Mediterranean / Russian
Style / Ambiance: The Bellevue may just be the most aptly named restaurant in the whole of Russia.
Situated at the top of the Hotel Moika 22 Kempinksi, the restaurant boasts an unparalleled view over some of the finest buildings in the city; the Cathedral of Saints Peter and Paul, the Hermitage Museum, the golden-dome of St Isaac’s Cathedral and the Church on Spilled Blood are all visible from the breathtaking 360-degree window. The food is just as spectacular as the view; Chef Philippe Boussert mixes classic European fare with Asian influences in addition to more traditional Russian dishes. The wine list is impressive and the décor modern.
[email protected]
Cuisine: Traditional Russia
Style / Ambiance: One of the oldest restaurants in St Petersburg is also easily one of the city’s finest.
The modern day Palkin is built on the site of the original, legendary restaurant, a place that became a haven for aristocrats and intellectuals such as Tchaikovsky, Chekhov, and Dostoyevsky, who are all known to have visited the restaurant. Nowadays, the restaurant is still the place to be for the city’s elite. Palkin features sumptuous interior designs that recall the bygone era of Russian decadence under the Tsars and food of the highest quality, with chefs able to re-create opulent dishes from the past. This highly popular establishment is always likely to be busy so it is best to book in advance to avoid disappointment.
+7 812 703 5371
[email protected]
47 Nevsky Prospekt, 191025
www.palkin.ru
ERIVAN RESTAURANT
Cuisine: Armenian
Style / Ambiance: Offering classic, authentic Armenian cuisine, the restaurant – named after the Armenian capital, matches its menu with simple, traditional interiors.
While in Russia, Erivan is the perfect place to explore the culinary traditions of Armenia. The restaurant consists of three halls, each having its own ‘face’.The small hall is ethnic, filled with ancient Armenia. Walls are covered with handmade carpets, ornamented cloths, clay utensils, and interior subjects, all The big hall is with a little of the European style, with convenient served tables, made in light golden tones.The VIP-hall is a small cosy drawing room with a library, a fireplace, and 19th century furniture.
There is also a wine bar with the best sorts of wines from all over the world, and from the Armenian winemakers.
+7 812 703 38 20
[email protected]
Leningrad Oblast, Russia, 191011
https://erivan.ru/en/
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Service Quality In Restaurants
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Chatura Ranaweera , Marianna Sigala
G. K. Deshmukh
.{BSTRACT: In present era delivery of betler quatity eustomer services has become a skategic practice for firms in aimost all sectcrs' Eetter quality services are an abstract term whose explanation varies from customer to customer. Further services ar* intangible in nature thus it is very difficult-for organisations to understand and practice the rhilosophy of providing quality serviees. Customer's satisfaction lan only be attained by organisations if they are abie to provide qualrry serviees at affordable prioes after rnatching customer's expectations. The policies of Governraent and regulators ha're forced financia! institutions to proiide quality ,.*i.., to customers. Further awareness of customer rights have also increascd over the years wtricir tras *uO" iojuv;J'.rrro,,,.*, urry practical and demanding. Due to its import3nt rrine organisations are paying too much utt*rtiln ro, enhancement ofservice qualrty.
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COMMENTS
Service quality becomes the crucial issue for hospitality industry and the theory of service quality has evolved over long period of time through testing and trials in service sector. .
Hence, service quality is defined as customer perceptions and how well a service meets those expectations. 2. Objective The objective of this paper is to review the literature of service quality in restaurant services. This helps to understand the importance of service quality in restaurant services.
Previous studies showed that food quality is the most important aspect for customers' total quality perceptions of full-service restaurants (Shahzadi et al., 2018) but SQ is experiencing a revival in times of increased emphasis on customer experiences permeating marketing, economics, hospitality and psychology literature (Adhikari and ...
Keywords: Service Quality Scales, Custome r satisfaction, Custome r loyalty, critical review, restaurants. INTRODUCTION Different types of b usinesses in the hospi tality, and food and beverage ...
The present study aims to investigate the influence of food quality, service quality, and price fairness on restaurant re-patronage intention, mediated by customer satisfaction in the context of ...
Instruments for measuring service quality in restaurants In the 1980s and 1990s, the number of researches related to perceived service quality increased due to the research gap of measuring and defining the construct. One of the most important contributions to SQ literature has been done by Parasuraman et al., (1985) which defined service
LITERATURE REVIEW The effects of service quality For the majority of customers having a memorable experience especially for dining, not just eating out of home, seems to be very prominent. It is asserted that they seek quality food and services to have an unforgettable experience at restaurants (Ryu and Han, 2011). Service quality
The research presented in this article is an examination of the nature of the association between service quality as perceived byconsumers and its service determinants. The SERVQUAL instrument itself is discussed, and a demonstration of how it can be used by restaurants in assessing quality service is included.
The purpose of this study is to enhance an understanding of service quality in fast-food restaurants by developing a conceptual framework and measurement scale. Based on an extensive literature review, qualitative and empirical research, a multi-dimensional and hierarchical model of service quality for the fast-food restaurant is proposed.
Food quality seems to be accepted as a fundamental component to satisfy restaurant customers; however, it has been often overlooked in restaurant service quality and satisfaction studies. The primary objective of this study was to investigate how food quality is perceived in relation to satisfaction and behavioral intentions in mid- to upscale ...
quality in restaurants. 2. Literary review Providing excellent service quality in the hospitality industry and achieving a high level of customer satisfaction is an important issue for maintaining the existing facilities and the opportunity to improve the quality. service Many researchers have explored the service quality and defined it as a
Empirical studied of service quality, and restaurant highlight discussion of reliability and empathy are the most common elements that highlight in restaurant services studies. Studies conducted by Lee et al. ( 2007 ) investigated the internal service quality of few restaurants in Jordan found reliability and empathy are significant to increase ...
In the restaurant service quality literature an important contribution is GRSERV scale which was organized for green restaurants. Chen et al., (2015) used qualitative and quantitative procedures to develop, and test reliability of Green Restaurant Service Quality scale (GRSERV).
Customer satisfaction is determined by the dining experience, accessibility, convenience, and pricing, as well as a product test [25] (Shinde et al., 2018). There is a strong link between service ...
The rapid growth of the hospitality industry in the first decade of the 21st century forced the managers to evaluate the importance of service improvement in order to gain competitive advantage (Easvaralingam, 2011). Service quality is essential for the success of every hotel industry. Service quality determines an organizations success or failure.
opinions and comments concerning the level of service quality were collected and analyzed with the help of Excel program. Based on the results of the interviews the development issues of service quality were offered to Business Hotel Karelia in order to improve and perfect its service quality's level and increase the guests' number
1 review of M&M RED HOTS "Never fails! Such a classic and relabel place to eat!! Friendly to all ages, quick and quality service. So thankful they opened back up. Small vibe, family run, fantastic hots"
Based on an extensive literature review, qualitative and empirical research, a multi-dimensional and hierarchical model of service quality for the fast-food restaurant is proposed. Data were ...
Divided into two floors, serving a cafe menu downstairs and with a more formal dining room on the first floor, the Literary Cafe serves Russian and European cuisine cooked to traditional recipes. Literaturnoe Kafe is a historic cafe on Saint Petersburg's Nevsky Prospekt. Find out more about Literaturnoe Kafe and other dining on Nevsky Prospekt ...
The atmosphere of the restaurant is laid-back, with a simple interior design and friendly staff. It's not just fine dining on offer at Ginza, however; the restaurant has been known to throw some of the hottest parties in St Petersburg. +7 812 324 7094. [email protected]. Aptekarsky Prospekt, 16.
Hence, service quality is defined as customer perceptions and how well a service meets those expectations. 2. Objective The objective of this paper is to review the literature of service quality in restaurant services. This helps to understand the importance of service quality in restaurant services.
Service Quality In Restaurants Source: www.ukessays.com Published: 23rd March, 2015 Last Edited: 16th May, 2017 By conducting a literature review, the reader gets a better understanding of the question in hand. According to LeCompte et al(2003,p.124), "conducting a literature review is a means of demonstrating an author's knowledge about a ...
Hamlet + Jacks: Located in St Petersburg's most luxurious area, this restaurant pioneers modern Russian cuisine. The menu has two sections; 'Ours', and 'Ours+Theirs'. Mindal: An elegant Georgian restaurant in a riverside mansion. Mindal serves enormous portions of rich food, and is the perfect setting for a sociable meal, with live ...