ESC

Clarivate

JCR Category: Business in ESCI edition

Entrepreneurship and Sustainability Issues Open access
Journal Impact FactorTM (2023) 1.2 Q4
Journal Citation IndicatorTM (2023) 0.33 Q3
Received: 2018-10-15  |  Accepted: 2019-01-25  |  Published: 2019-03-30

Title

An approach to determining customer satisfaction in traditional Serbian restaurants


Abstract

The aim of this paper is to make a proposal for an easy–to–use approach to the evaluation of customer satisfaction in restaurants. In order to provide a reliable way to collect respondents’ real attitudes, an approach based on the use of smaller number of evaluation criteria and interactive questionnaire created in a spreadsheet file is proposed in this paper, whereby an easy-to-understand and simple-to-use procedure is proposed for determining weights of criteria. In addition to the said, the proposed approach applies the simplified SERVQUAL-based approach, for which reason a simplified version of the Weighted Sum Method based on the decision maker’s Preferred Levels of Performances is used for the final ranking of the alternatives. The usability of the proposed approach is considered in the case study intended for the evaluation of traditional restaurants in the city of Zajecar.


Keywords

hospitality, restaurant industry, customer satisfaction, PIPRECIA, WS PLP approach


JEL classifications

C44 , D81


URI

http://jssidoi.org/jesi/article/274


DOI


Pages

1127-1138


This is an open access issue and all published articles are licensed under a
Creative Commons Attribution 4.0 International License

Authors

Stanujkic, Dragisa
University of Belgrade, Belgrade, Serbia http://www.bg.ac.rs
Articles by this author in: CrossRef |  Google Scholar

Karabasevic, Darjan
University Business Academy in Novi Sad, Novi Sad, Serbia http://www.fimek.edu.rs
Articles by this author in: CrossRef |  Google Scholar

Zavadskas, Edmundas Kazimieras
Vilnius Gediminas Technical University (VILNIUS TECH), Vilnius, Lithuania https://vilniustech.lt
Articles by this author in: CrossRef |  Google Scholar

Smarandache, Florentin
University of New Mexico, Albuquerque, New Mexico, United States http://www.unm.edu
Articles by this author in: CrossRef |  Google Scholar

Cavallaro, Fausto
University of Molise, Campobasso, Italy https://www.unimol.it
Articles by this author in: CrossRef |  Google Scholar

Journal title

Entrepreneurship and Sustainability Issues

Volume

6


Number

3


Issue date

March 2019


Issue DOI


ISSN

ISSN 2345-0282 (online)


Publisher

VšĮ Entrepreneurship and Sustainability Center, Vilnius, Lithuania

Cited

Google Scholar

Article views & downloads

HTML views: 4745  |  PDF downloads: 1798

References


Adam, I.; Adongo, C. A.; Dayour, F. 2015. International tourists’ satisfaction with Ghanaian upscale restaurant services and revisit intentions. Journal of Quality Assurance in Hospitality & Tourism, 16(2): 181-201. https://doi.org/10.1080/1528008X.2014.892423

Search via ReFindit


Albayrak, T.; Caber, M. 2015. Prioritisation of the hotel attributes according to their influence on satisfaction: A comparison of two techniques. Tourism Management, 46: 43-50. https://doi.org/10.1016/j.tourman.2014.06.009

Search via ReFindit


Battour, M.; Battor, M.; Bhatti, M. A. 2014. Islamic attributes of destination: Construct development and measurement validation, and their impact on tourist satisfaction. International Journal of Tourism Research, 16(6): 556-564. https://doi.org/10.1002/jtr.1947

Search via ReFindit


Bauer, H. H.; Falk, T.; Hammerschmidt, M. 2006. eTransQual: A transaction process-based approach for capturing service quality in online shopping. Journal of Business Research, 59(7): 866-875. https://doi.org/10.1016/j.jbusres.2006.01.021

Search via ReFindit


Bernini, C.: Cagnone, S. 2014. Analysing tourist satisfaction at a mature and multi-product destination. Current Issues in Tourism, 17(1): 1-20. https://doi.org/10.1080/13683500.2012.702737

Search via ReFindit


Bufquin, D.; DiPietro, R.; Partlow, C. 2017. The influence of the DinEX service quality dimensions on casual-dining restaurant customers’ satisfaction and behavioural intentions. Journal of Foodservice Business Research, 20(5): 542-556. https://doi.org/10.1080/15378020.2016.1222744

Search via ReFindit


Chan, A.; Hsu, C. H.; Baum, T. 2015. The impact of tour service performance on tourist satisfaction and behavioral intentions: A study of Chinese tourists in Hong Kong. Journal of Travel & Tourism Marketing, 32(1-2): 18-33. https://doi.org/10.1080/10548408.2014.986010

Search via ReFindit


Chaturvedi, R. K. 2017. Mapping service quality in hospitality industry: A case through SERVQUAL. Asian J. Management, 8(3): 361-369.

Search via ReFindit


Chi, C. G. Q.; Chua, B. L.; Othman, M.; Karim, S. A. 2013. Investigating the structural relationships between food image, food satisfaction, culinary quality, and behavioral intentions: The case of Malaysia. International Journal of Hospitality & Tourism Administration, 14(2): 99-120. https://doi.org/10.1080/15256480.2013.782215

Search via ReFindit


Chou, T. Y.; Hsu, C. L.; Chen, M. C. 2008. A fuzzy multi-criteria decision model for international tourist hotels location selection. International journal of hospitality management, 27(2): 293-301. https://doi.org/10.1016/j.ijhm.2007.07.029

Search via ReFindit


Churchman, C. W.; Ackoff, R. L. 1954. An approximate measure of value. Journal of the Operations Research Society of America, 2(2): 172-187. https://doi.org/10.1287/opre.2.2.172

Search via ReFindit


Devi Juwaheer, T. 2004. Exploring international tourists' perceptions of hotel operations by using a modified SERVQUAL approach–a case study of Mauritius. Managing Service Quality: An International Journal, 14(5): 350-364. https://doi.org/10.1108/09604520410557967

Search via ReFindit


Dobrovolskienė, N.; Tvaronavičienė, M.; Tamošiūnienė, R. 2017. Tackling projects on sustainability: a Lithuanian case study. Entrepreneurship and sustainability issues, 4(4): 477-488. https://doi.org/10.9770/jesi.2017.4.4(6)

Search via ReFindit


Duarte Alonso, A., O’neill, M., Liu, Y., & O’shea, M. (2013). Factors Driving Consumer Restaurant Choice: An Exploratory Study From the Southeastern United States. Journal of Hospitality Marketing & Management, 22(5), 547–567. https://doi.org/10.1080/19368623.2012.671562

Search via ReFindit


Engeset, M. G.; Elvekrok, I. 2015. Authentic concepts: Effects on tourist satisfaction. Journal of Travel Research, 54(4): 456-466. https://doi.org/10.1177/0047287514522876

Search via ReFindit


Hanks, L.; Line, N.; Kim, W. G. W. 2017. The impact of the social services cape, density, and restaurant type on perceptions of interpersonal service quality. International Journal of Hospitality Management, 61: 35-44. https://doi.org/10.1016/j.ijhm.2016.10.009

Search via ReFindit


Hashemkhani Zolfani, S.; Saparauskas, J. 2013. New application of SWARA method in prioritizing sustainability assessment indicators of energy system. Engineering Economics, 24(5): 408-414. https://doi.org/10.5755/j01.ee.24.5.4526

Search via ReFindit


Hashemkhani Zolfani, S.; Zavadskas, E. K.; Turskis, Z. (2013). Design of products with both International and Local perspectives based on Yin-Yang balance theory and SWARA method. Economic research-Ekonomska istraživanja, 26(2): 153-166. https://doi.org/10.1080/1331677X.2013.11517613

Search via ReFindit


Heung, V. C.; Wong, M. Y.; Qu, H. 2000. Airport-restaurant service quality in Hong Kong: An application of SERVQUAL. Cornell Hotel and Restaurant Administration Quarterly, 41(3): 86-96. 80020-8 https://doi.org/10.1016/S0010-8804(00)

Search via ReFindit


Jack Kivela, J. 1997. Restaurant marketing: selection and segmentation in Hong Kong. International Journal of Contemporary Hospitality Management, 9(3): 116-123. https://doi.org/10.1108/09596119710164650

Search via ReFindit


Jung, H. S.; Yoon, H. H. 2013. Do employees’ satisfied customers respond with an satisfactory relationship? The effects of employees’ satisfaction on customers’ satisfaction and loyalty in a family restaurant. International Journal of Hospitality Management, 34: 1-8. https://doi.org/10.1016/j.ijhm.2013.02.003

Search via ReFindit


Juodagalvienė, B.; Turskis, Z.; Šaparauskas, J.; Endriukaitytė, A. 2017. Integrated multi-criteria evaluation of house’s plan shape based on the EDAS and SWARA methods. Engineering Structures and Technologies, 9(3): 117-125. https://doi.org/10.3846/2029882X.2017.1347528

Search via ReFindit


Karabasevic, D.; Stanujkic, D.; Urosevic, S.; Popovic, G.; Maksimovic, M. 2017. An approach to criteria weights determination by integrating the Delphi and the adapted SWARA methods. Management: Journal of Sustainable Business and Management Solutions in Emerging Economies, 22(3): 15-25. https://doi.org/10.7595/management.fon.2017.0024

Search via ReFindit


Keršuliene, V.; Zavadskas, E. K.; Turskis, Z. 2010. Selection of rational dispute resolution method by applying new step‐wise weight assessment ratio analysis (SWARA). Journal of Business Economics and Management, 11(2): 243-258. https://doi.org/10.3846/jbem.2010.12

Search via ReFindit


Kim, M. J.; Jung, H. S.; Yoon, H. H. 2007. A study on the relationships between food-related lifestyle of undergraduates and the restaurant selection attribute. Journal of the Korean Society of Food Culture: 22(2), 210-217.

Search via ReFindit


Kurian, G.; Muzumdar, P. M. 2017. Restaurant Formality and Customer Service Dimensions in the Restaurant Industry: An Empirical Study. Atlantic Marketing Journal, 6(1): 74-92.

Search via ReFindit


Lee, J. E.; Severt, D. 2017. The role of hospitality service quality in third places for the elderly: An exploratory study. Cornell Hospitality Quarterly, 58(2): 214-221. https://doi.org/10.1177/1938965516686110

Search via ReFindit


Lee, Y. L.; Hing, N. 1995. Measuring quality in restaurant operations: an application of the SERVQUAL instrument. International Journal of Hospitality Management, 14(3-4): 293-310. 00037-2 https://doi.org/10.1016/0278-4319(95)

Search via ReFindit


Liu, F. M.; Gan, M. L.; Ho, S. C.; Hu, Y. J. 2017. The part of reliability in the SERVQUAL scale: An invariance analysis for chain restaurants in Taiwan. International Journal of Organizational Innovation, 9(4): 222-230.

Search via ReFindit


Loiacono, E. T.; Watson, R. T.; Goodhue, D. L. 2002. WebQual: A measure of website quality. Marketing theory and applications, 13(3): 432-438.

Search via ReFindit


MacCrimmon, K. R. 1968. Decision Marking Among Multiple-Attribute Alternatives: A Survey and Consolidated Approach. RAND memorandum, RM-4823-ARPA.

Search via ReFindit


Mardani, A.; Nilashi, M.; Zakuan, N.; Loganathan, N.; Soheilirad, S.; Saman, M. Z. M.; Ibrahim, O. 2017. A systematic review and meta-Analysis of SWARA and WASPAS methods: Theory and applications with recent fuzzy developments. Applied Soft Computing, 57: 265-292. https://doi.org/10.1016/j.asoc.2017.03.045

Search via ReFindit


Parasuraman, A.; Zeithaml, V. A.; Berry, L. L. 1988. Servqual: A multiple-item scale for measuring consumer perc. Journal of retailing, 64(1): 12-40.

Search via ReFindit


Parasuraman, A.; Zeithaml, V. A.; Malhotra, A. 2005. ES-QUAL: A multiple-item scale for assessing electronic service quality. Journal of service research, 7(3): 213-233. https://doi.org/10.1177/1094670504271156

Search via ReFindit


Raudeliūnienė, J.; Davidavičienė, V.; Tvaronavičienė, V.; Jonuška, L. 2018. Evaluation of advertising campaigns on social media networks, Sustainability, 10(4) https://doi.org/10.3390/su10040973

Search via ReFindit


Saad Andaleeb, S.; Conway, C. 2006. Customer satisfaction in the restaurant industry: an examination of the transaction-specific model. Journal of services marketing, 20(1): 3-11. https://doi.org/10.1108/08876040610646536

Search via ReFindit


Saleh, F.; Ryan, C. 1991. Analysing service quality in the hospitality industry using the SERVQUAL model. Service Industries Journal, 11(3): 324-345. https://doi.org/10.1080/02642069100000049

Search via ReFindit


Stanujkic, D.; Karabasevic, D.; Zavadskas, E. K. 2015. A framework for the selection of a packaging design based on the SWARA method. Inzinerine Ekonomika-Engineering Economics, 26(2): 181-187. https://doi.org/10.5755/j01.ee.26.2.8820

Search via ReFindit


Stanujkic, D.; Zavadskas, E. K. 2015. A modified weighted sum method based on the decision-maker’s preferred levels of performances. Studies in Informatics and Control, 24(4): 461-470.

Search via ReFindit


Stanujkic, D.; Zavadskas, E. K.; Karabasevic, D.; Smarandache, F. 2016. Multiple criteria evaluation model based on the single valued neutrosophic set. Neutrosophic Sets and Systems, 14(1): 3-6.

Search via ReFindit


Stanujkic, D.; Zavadskas, E. K.; Karabasevic, D.; Smarandache, F.; Turskis, Z. 2017. The use of the pivot pairwise relative criteria importance assessment method for determining the weights of criteria. Romanian Journal for Economic Forecasting, 20(4): 116-133.

Search via ReFindit


Stanujkic, D.; Zavadskas, E. K.; Karabasevic, D.; Turskis, Z.; Keršulienė, V. 2017. New group decision-making ARCAS approach based on the integration of the SWARA and the ARAS methods adapted for negotiations. Journal of Business Economics and Management, 18(4): 599-618. https://doi.org/10.3846/16111699.2017.1327455

Search via ReFindit


Stepaniuk, K. 2018. Visualization of expressing culinary experience in social network, memetic approach, Entrepreneurship and Sustainability Issues, 5(3): 693-702. https://doi.org/10.9770/jesi.2018.5.3(21)

Search via ReFindit


Tribe, J.; Snaith, T. 1998. From SERVQUAL to HOLSAT: holiday satisfaction in Varadero, Cuba. Tourism management, 19(1): 25-34. 00094-0 https://doi.org/10.1016/S0261-5177(97)

Search via ReFindit


Tzeng, G. H.; Teng, M. H.; Chen, J. J.; Opricovic, S. 2002. Multicriteria selection for a restaurant location in Taipei. International journal of hospitality management, 21(2): 171-187. 00005-1 https://doi.org/10.1016/S0278-4319(02)

Search via ReFindit


Wolfinbarger, M.; Gilly, M. C. 2003. eTailQ: dimensionalizing, measuring and predicting etail quality. Journal of retailing, 79(3): 183-198. 00034-4 https://doi.org/10.1016/S0022-4359(03)

Search via ReFindit


Yildiz, S.; Yildiz, E. 2015. Service quality evaluation of restaurants using the AHP and TOPSIS method. Journal of Social and Administrative Sciences, 2(2): 53-61.

Search via ReFindit


Yüksel, A.; Yüksel, F. 2003. Measurement of tourist satisfaction with restaurant services: A segment-based approach. Journal of vacation marketing, 9(1): 52-68. https://doi.org/10.1177/135676670200900104

Search via ReFindit