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Effective strategies for optimizing the services marketing of Shahrazad restaurant OY
4.5.2 Reliable dimension
Reliability and trustworthiness are the ability to perform promised service dependably and accurately to a customer without any mistake, company maintain its promises about the service outcomes and core service attributes to customers (Zeithaml, et al., 1996, 119). 45 Grönroos (2007, 89-90) points out that reliable dimension is related to the functional quality dimension when customers are trust and completely rely on the service provider as could keep and perform with the best of customers at heart promises (process-related criteria). Figure 12 illustrates the variance between what the customers experienced and expected among the three statements (R1-R3) of the reliable dimension. As the figure results show that the gap scores of reliable statements (R1) which concerned to fulfill to promises and service delivery by the restaurant are account for (-0.51). The negative result of the mean gap is a consequence of the high rate of customer s’ expectation to compared with their perceptions, as the customers though that service provider of the restaurant delay or disable to meet his external communication and promotion of new products for customers, more information (see Appendix 3, 4). Figure 12. Reliable dimensions of SERVQUAL and gaps result. As we can observe from the figure the gap result of reliable (R2) was estimated the highest difference score between customers’ perceptions and expectations with the negative sign of (-0.57) compared with (R1 and R3). This gap result of 46 (R2) means that customers are suffering from the ability of waiters to solve their complaints and requirements (see Appendix 3, 4). Figure 12 above gives a graphical analysis of the reliable (R3) which refers to that the restaurant ’ insisting on providing service with free-error records. As observed from the results, that the average gap score was registered the lowest score between the variance of customer ’ perceptions (experience) and expectations with just (-0.22) among the other dimensions of reliable results. Hence, we conclude from this gap that the customers were fairly dissatisfied with the total restaurant’ procurement and commitment to providing the service with free-error records (see Appendix 3, 4). Download 1.33 Mb. Do'stlaringiz bilan baham: |
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