A restaurant quality model based on marketing factors

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dc.contributor.author Kukanja, Marko
dc.contributor.author Omerzel, Doris Gomezelj
dc.contributor.author Bukovec, Boris
dc.contributor.other Ekonomická fakulta cs
dc.date.accessioned 2017-03-21
dc.date.available 2017-03-21
dc.date.issued 2017-03-15
dc.identifier.issn 1212-3609
dc.identifier.uri https://dspace.tul.cz/handle/15240/19862
dc.description.abstract Previous studies have highlighted the importance of several quality factors in guests’ assessment of restaurant quality. As there is no general consensus on which marketing quality factors really matter in assessing the quality of the dining experience in the previous literature, this paper describes and tests the development of a marketing-oriented Restaurant Quality Model (RQM 7P). In addition, this study tests whether guests’ perceive overall restaurant quality offerings as coherent. Special attention was devoted to a marketing perspective (7P). Following the discussion of the conceptualization and operationalization of the restaurant quality construct, the procedures used in constructing and refining a multiple-item scale to measure restaurant quality are described. Evidence of the scale’s reliability, factor structure and validity on the basis of analysing data is presented next. A sample of 1,998 valid questionnaires obtained by domestic guests in different restaurant facilities in Slovenia is analysed. Results show that guests perceive restaurant quality according to three marketing quality dimensions – (1) people, (2) placement, and (3) product (food) and physical evidences, while other marketing factors are not statistically significant in determining restaurant quality. In addition, the results indicate that guests perceive restaurant quality offerings as highly incoherent. From a theoretical point of view, this study contributes by developing a restaurant quality model based on marketing factors. In addition, it is the first study to test the perception of all seven marketing dimensions in the restaurant industry, and it provides insights regarding how guests perceive restaurant offering coherency. This research has thrown up many questions in need of further investigation. Future research should include a cross-national study involving different segments of guests in different types of food and beverage facilities. en
dc.format text
dc.format.extent 157-171 s. cs
dc.language.iso en
dc.publisher Technical university of Liberec, Czech Republic en
dc.publisher Technická Univerzita v Liberci cs
dc.relation.ispartof Ekonomie a Management cs
dc.relation.ispartof Economics and Management en
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dc.rights CC BY-NC
dc.subject restaurant quality en
dc.subject service quality management en
dc.subject F&B management en
dc.subject marketing mix en
dc.subject Slovenia en
dc.subject.classification L83
dc.subject.classification L15
dc.title A restaurant quality model based on marketing factors en
dc.type Article en
dc.publisher.abbreviation TUL
dc.relation.isrefereed true
dc.identifier.doi 10.15240/tul/001/2017-1-011
dc.identifier.eissn 2336-5604
local.relation.volume 20
local.relation.issue 1
local.relation.abbreviation E+M cs
local.relation.abbreviation E&M en
local.faculty Faculty of Economics
local.citation.spage 157
local.citation.epage 171
local.access open
local.fulltext yes

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