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Quality Measurement In Restaurant Industry From The Marketing Perspective: A Comparison Of Guests' And Managers' Quality Perceptions

Author

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  • Marko Kukanja

    (University of Primorska, Portorož, Slovenia)

Abstract

Restaurant quality management, as a fairly new area of research, requires frequent and critical academic monitoring. Previous studies have highlighted the importance of several quality attributes for the restaurant industry. However, up until now no study has compared both ¬– restaurant managers` and guests' quality perceptions from the marketing mix (7P) perspective. This paper analyses differences in quality perceptions between managers and guests. Two samples – 207 valid questionnaires obtained by restaurant managers and 1998 questionnaires obtained by guests of the same facilities were analysed. Research results indicate that there are statistically significant differences between guests' and managers' quality perceptions. Factor analysis results show that according to both – managers and guests, by far the most important marketing quality attribute for ensuring restaurant quality is People, while other marketing quality attributes are significantly less/or not important. This research has thrown up many questions in need of further investigation. It is suggested that future research focus to other sectors of tourism industry.

Suggested Citation

  • Marko Kukanja, 2017. "Quality Measurement In Restaurant Industry From The Marketing Perspective: A Comparison Of Guests' And Managers' Quality Perceptions," Economic Thought and Practice, Department of Economics and Business, University of Dubrovnik, vol. 26(1), pages 41-61, june.
    • Handle: RePEc:avo:emipdu:v:26:y:2017:i:1:p:41-61
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    File URL: https://hrcak.srce.hr/clanak/270625
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    References listed on IDEAS

    as
    1. Meng, Juan (Gloria) & Elliott, Kevin M., 2008. "Predictors of relationship quality for luxury restaurants," Journal of Retailing and Consumer Services, Elsevier, vol. 15(6), pages 509-515.
    2. Marko Kukanja, 2015. "Restaurant Quality Measurement Based on Marketing Factors – The Managers’ Perspective," Academica Turistica - Tourism and Innovation Journal, University of Primorska Press, vol. 8(2), pages 15-28.
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    Cited by:

    1. Marko Kukanja & Tanja Planinc, 2019. "Service Quality in Restaurants Operating in a Rural Area: The Case of Slovenian Istria," Academica Turistica - Tourism and Innovation Journal, University of Primorska Press, vol. 12(2), pages 147-159.

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    More about this item

    Keywords

    Restaurant quality; quality management; marketing attributes; guests; managers;
    All these keywords.

    JEL classification:

    • L83 - Industrial Organization - - Industry Studies: Services - - - Sports; Gambling; Restaurants; Recreation; Tourism
    • Z31 - Other Special Topics - - Tourism Economics - - - Industry Studies

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