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A 7P Comparison between Restaurant Managers’ and Customers’ Post-COVID-19 Quality Expectations

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  • Marko Kukanja

    (University of Primorska, Slovenia)

Abstract

This study examines restaurant management and customer quality expectations (expected performances) in the post-COVID-19 pandemic period. The purpose of this study is to investigate which marketing-quality (7P) dimensions best explain the construct of restaurant quality expectations after the crisis caused by the COVID-19 pandemic and to determine whether differences exist between restaurant managers’ and customers’ quality expectations. An online survey was delivered via emails (managers) and social media (customers) in the Republic of Slovenia. A total of 422 valid online questionnaires were obtained from customers, and 89 completed questionnaires were gathered from managers. The 42-item questionnaire was based on the principles of the marketing mix. Results of exploratory factor analysis indicate that six marketing dimensions best explain restaurant quality expectations in the post-COVID-19 pandemic period (in order of importance): Physical evidence, Product, Promotion, Processes, Placement, and Price. Results also reveal a significant gap in quality expectations since price is the only dimension where no differences were found between restaurant managers’ and customers’ quality expectations. This research contributes to the literature by explaining the importance of the different 7P quality indicators for assuring restaurant quality in the post-COVID-19 pandemic period. By applying a 7P research methodology, we have also facilitated a benchmarking process for the international restaurant industry.

Suggested Citation

  • Marko Kukanja, 2022. "A 7P Comparison between Restaurant Managers’ and Customers’ Post-COVID-19 Quality Expectations," Academica Turistica - Tourism and Innovation Journal, University of Primorska Press, vol. 15(2), pages 249-264.
    • Handle: RePEc:prp:jattij:v:15:y:2022:i:2:p:249-264
    DOI: 10.26493/2335-4194.15.249-264
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    References listed on IDEAS

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    1. Pantano, Eleonora & Priporas, Constantinos-Vasilios & Devereux, Luke & Pizzi, Gabriele, 2021. "Tweets to escape: Intercultural differences in consumer expectations and risk behavior during the COVID-19 lockdown in three European countries," Journal of Business Research, Elsevier, vol. 130(C), pages 59-69.
    2. Samanci, Simge & Didem Atalay, Kumru & Bahar Isin, Feride, 2021. "Focusing on the big picture while observing the concerns of both managers and passengers in the post-covid era," Journal of Air Transport Management, Elsevier, vol. 90(C).
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