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Impact of operations management strategies on customer satisfaction and behavioral intentions at café-restaurants

Author

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  • N. Gökhan Torlak
  • Ahmet Demir
  • Taylan Budur

Abstract

Purpose - The purpose of this paper is to examine the relationships of capacity/layout (CL), design (D), location, (L), hygiene (H), human resource management (HRM), food quality (FQ) and ambiance (A) in operations management strategies (OMS) and the direct and indirect effects of OMS on customer satisfaction (CS) and customer behavioral intentions (CBIs) that might affect income and, therefore, be influential regarding café-restaurants in Sulaimania in Iraq. Design/methodology/approach - Data are collected through a survey questionnaire using a simple random sampling methodology from 254 customers of 46 casual café-restaurants. Methodology includes demographic analysis, factor analysis, structural equation modeling and mediation analysis. Findings - Concerning relationships between structural and infrastructural elements of OMS, only CL and H influence HRM, D and H affect A, and H influences FQ. Regarding relationships between OMS and CS and CBIs, only L, HRM, FQ and A affect CS. Concerning the relationship between CS and CBIs, CS influences CBIs. Finally, given indirect effects of OMS on CS and CBIs, HRM mediates relationships between CL-CS and H-CS; FQ and A mediate relationships between H-CS; and CS mediates relationships between L-CBIs, FQ-CBIs and HRM-CBIs. Research limitations/implications - The study that treats seven variables in OMS is limited to Sulaimania in Iraq. Thus, the findings cannot be generalized. The study might guide future studies about the way OMS elements forge CS and CBIs in café-restaurants where owners/managers develop credible strategic plans. Originality/value - The study provides a unique insight into the hospitality industry in Iraq where studies among elements of OMS are few and far between.

Suggested Citation

  • N. Gökhan Torlak & Ahmet Demir & Taylan Budur, 2019. "Impact of operations management strategies on customer satisfaction and behavioral intentions at café-restaurants," International Journal of Productivity and Performance Management, Emerald Group Publishing Limited, vol. 69(9), pages 1903-1924, May.
    • Handle: RePEc:eme:ijppmp:ijppm-01-2019-0001
    DOI: 10.1108/IJPPM-01-2019-0001
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    Citations

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    Cited by:

    1. Osman Durmaz, 2022. "Is brand experience a good mediator? An empirical study on ISP sector," International Journal of Research in Business and Social Science (2147-4478), Center for the Strategic Studies in Business and Finance, vol. 11(1), pages 53-67, January.
    2. Lejla Catic & Mersid Poturak, 2022. "Influence of brand loyalty on consumer purchase behavior," International Journal of Research in Business and Social Science (2147-4478), Center for the Strategic Studies in Business and Finance, vol. 11(8), pages 83-91, November.
    3. Muhammed Akram Othman & Osman Durmaz, 2022. "Exploring the effect of supportive culture on employee's innovative behavior:The role of training and supervisor support," International Journal of Research in Business and Social Science (2147-4478), Center for the Strategic Studies in Business and Finance, vol. 11(1), pages 99-107, January.
    4. Abdulwahab Mohammed, Sana, 2023. "Aligning Leadership Styles for Effective Knowledge Management in the Kurdistan Region of Iraq," MPRA Paper 118425, University Library of Munich, Germany.
    5. Ahmet Demir & Mehmet Kiziloglu & Taylan Budur & Almas Heshmati, 2023. "Elaborating on the links between declarative knowledge, procedural knowledge, and employee performance," SN Business & Economics, Springer, vol. 3(1), pages 1-30, January.

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