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Effective strategies for optimizing the services marketing of Shahrazad restaurant OY
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Service quality, customer expectation, SERVQUAL instrument, customer satisfaction TABLE OF CONTENTS 1 INTRODUCTION .......................................................................................................... 1 1.1 Background of the study ........................................................................................ 1 1.2 Research objective, problems and questions ........................................................ 2 1.3 Structure of this study ............................................................................................ 3 2 the gap model of service quality (servqual) and its five determinants. .......................... 5 2.1 Theoretical framework ........................................................................................... 5 2.2 Service quality and external service marketing...................................................... 6 2.2.1 Perceived service quality ................................................................................... 7 2.2.2 Customer Expectations ...................................................................................... 8 2.2.3 Customer satisfactions ..................................................................................... 11 2.3 SERVQUAL Model .............................................................................................. 13 2.3.1 The Gap Model of Service Quality ................................................................... 14 2.3.2 Service Quality Determinants. .......................................................................... 17 2.3.3 Measuring process of Service quality by SERVQUAL Model........................... 19 2.4 Internal Service Marketing ................................................................................... 20 2.4.1 The integration of the internal and external services to deliver the high service quality. ........................................................................................................................ 21 2.4.2 Human resource management and empowering employees. .......................... 23 2.4.3 Employee Satisfaction and Engagement strategies ......................................... 24 3 METHODOLOGY ....................................................................................................... 26 3.1 Qualitative single- Case study ............................................................................. 26 3.2 Research process of quantitative, qualitative, and mixed methods ..................... 27 3.3 Data collection ..................................................................................................... 30 3.3.1 Self-completion questionnaire and sampling.................................................... 31 3.3.2 Semi-Structured interview ................................................................................ 34 3.4 Reliability and validity .......................................................................................... 36 3.5 Data Analysis ....................................................................................................... 37 4 RESULTS AND ANALYSIS ........................................................................................ 38 4.1 The demographic information from informants .................................................... 39 4.2 Gender data......................................................................................................... 39 4.3 Ages information of respondents ......................................................................... 39 4.4 The Frequency information regarding visiting restaurant ..................................... 40 4.5 Assessment of the five dimensions of SERVQUAL instrument ........................... 42 4.5.1 Tangible dimension .......................................................................................... 42 4.5.2 Reliable dimension ........................................................................................... 44 4.5.3 Responsiveness dimension ............................................................................. 46 4.5.4 Assurance dimensions ..................................................................................... 47 4.5.5 Empathy dimension ......................................................................................... 49 4.5.6 Five dimensions of SERVQUAL ....................................................................... 50 4.6 Difference between male and female of the average of the five gaps of SERVQUAL dimensions ................................................................................................. 53 4.7 Assessment of customers’ expectations and perception of products’ diversity. .. 55 4.8 Customers’ expectations and perception of products’ value ................................ 57 4.9 Customers’ views and feedback of overall service quality ................................... 58 4.10 Customers’ opinion about company image .......................................................... 61 4.11 Recommendations (Word of mouth communication) of customers ..................... 62 4.12 Discussion result from employees and management .......................................... 63 4.13 Dissection interview themes from staffs and management .................................. 64 4.13.1 Job satisfactions and motivation of employees ............................................ 64 4.13.2 Communications and organizational culture ................................................. 65 4.13.3 Training of employees and fluidity of teamwork ............................................ 67 4.13.4 The discussion of the interview in the prospect of customers’ feedback ...... 68 5 CONCLUSION AND RECOMMENDATIONS ............................................................. 70 5.1 Summary of findings ............................................................................................ 70 5.2 The results analysis of customers perspective .................................................... 71 5.3 The analysis results from the prospective of staffs and management ................. 73 5.4 Strategic planning of administration ..................................................................... 76 5.5 Proposal for further research ............................................................................... 80 5.6 Self-reflections on the study ................................................................................ 80 6 REFRENCES ............................................................................................................. 82 LIST OF FIGURES AND TABLES APPENDICES Appendix 1. Survey questionnaire of customers with (English and Finnish) samples. Appendix 2. Management and employees interview questions. Appendix 3. Analytical results of customers’ perception and expectation. Appendix 4. The average score of five gaps of the SERVQUAL instrument (N=51). Download 1.33 Mb. Do'stlaringiz bilan baham: |
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