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Effective strategies for optimizing the services marketing of Shahrazad restaurant OY
4.5.4 Assurance dimensions
The assurance factor is associated with employees’ knowledge and courtesy to respond to customer’ needs, also employees are able to inspire trust and confidence to the customer and make customers feel safe (Zeithaml, et al. 1996, 119), (Grönroos. 2007, 84). According to Grönroos (2007, 89), the customers realize that service provider includes employees, operational system 48 and physical resource services have sufficient knowledge and skills and capa bilities to solve customer’s problems (outcome-related criteria). In other words, the assurance aspects are linked to the technical service dimension. Figure 14 illustrates the difference result of the average value between customers’ perceptions and expectations for the three assurance statements (A1, A2, and A3). As observed from the figure, it can be visible that the middle scores of customers’ perceptions and expectations (A1) are calculated of (4.0) and (3.43) respectively, which have the gap score of (-0.57). The negative average gap result of dimension (A1) refers to all respondents have expected the service quality higher than what they actually perceived in the prospect of waiters and employees of the restaurant could be more professional and fully understand to answer their customers’ inquiries (see Appendix 3,4). Figure 14. Assurance dimension of SERVQUAL model and average result of the gaps. The outcomes of the figure show that the average value of all respondents’ perceptions (experience) of the assurance statement (A2) is being estimated by (3.63), whilst the mean score of the respondents ’ expectation has of (3.94) from the same statement (A2). 49 The diversity of the average result between customer perception and expectation has created the gap score in provided service at the restaurant which accounted the negative sign for (-0.31). For this negative gap value of (A2) lead to deduce that all respondents have expected that the role of employees’ behavior to support confidence and inspiration to them was not sufficient to compare with their experiences. Figure 14 exhibits that the rating score of customers ’ perceptions (experience) and expectation were both accounted for (3.36) and (4.2) respectively in the assurance statement (A3) which that have the biggest gap score compared with the two other assurance statements (A1, A2). It can be evident from the outcomes that the rating gap score(A3) records in the negative mark as estimated by (-0.82). Hence, we can conclude that the level ratio of customers ’ expectation is much higher than their perception according to the external communication to fulfill products with advertising. All respondents of the survey questions expressed that food and drinks of the restaurant did not match with the advertisements of the company and its promises, for more details (see Appendix 4). Download 1.33 Mb. Do'stlaringiz bilan baham: |
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