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Effective strategies for optimizing the services marketing of Shahrazad restaurant OY
4.5.3 Responsiveness dimension
Figure 13. Responsiveness dimension of SERVQUAL and result of the gaps. The responsiveness dimension is defined as being willing to help customers and provide to promote service. This dimension focuses on attentiveness and promptness are concerning customers’ needs, also it is the way of customizing the service to customer needs (Zeithaml, et al. 1996,119). The Customer thinks 47 that service employees are concerned about them and interested in solving their problems (process-related criteria), thus the responsiveness dimension could be considered as the functional service dimension (Grönroos 2007, 89). Figure 13 above shows the mean score of the responsiveness (Res1) that is related to dealing the staff behaviors and experiences with customers. From the figure can be observed that the mean difference scores of what customers experienced and expected are almost similar, and the average gap result of (Res1) indicates in the negative degree with just for (-0.14). This result leads us to conclude that the customers’ perceptions of the restaurant could be equal to the total level service of what they have expected since the interactions between customers and waiters present the customers’ satisfaction toward the perceived service, for additional information (see Appendix 3, 4). In contrast with the result of the responsiveness statement (Res2) which shows the average gap score in the highest variation between customer ’ perceptions and expectations with accounting for (-0.73). Tables of (Appendix 3, 4) and Figure 13 provide descriptive information regarding customers’ expectations which present the higher scored of (Res2) than (Res1) in perceived service according to the promoting service and timely fool delivery. The overall results indicate the willingness of the staffs to help customers and provision of prompt service to customers don’t increase customer s’ loyalty since the respondents at the restaurant expressed that the speed of food delivery of the perceived was dissatisfied when the customers were bothered constantly about the services delaying. Download 1.33 Mb. Do'stlaringiz bilan baham: |
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