Whereas, the levels of "representativeness" of global coffee brand shops was significantly higher (p=0.003) than that of local coffee brand shops. The results showed that the levels of "employee attitude" of local coffee brand shops was significantly higher (p=0.050) than that of global coffee brand shops. The levels of "coffee sensory and beverage features" and "employee attitude" of the high income customers were significantly lower than those of the low income customers. The 21 items measuring service quality were grouped into four factors, and the mean scores for the levels of "representativeness", "coffee sensory and beverage features", "employee attitude" and "physical environment" were 5.42, 4.77, 4.74, and 4.13, respectively. The questionnaire included a seven-point multiple-item scale for measuring. Of 350 questionnaires distributed to customers of six brand coffee shops (three local brands, three global brands) located in Daejeon, 330 complete questionnaires (94.3%) were analyzed. The purpose of this study was to compare service quality between local and global coffee brand shops and to investigate improvement. Employees tend to consider both the choice and satisfaction factors more broadly, which is reflected in the smaller differences in evaluations of individual factors. Customers in their opinions show rationalism, their opinions are stronger polarized and the differences between the most important and least important factors are very clear. The differences observed are most closely related to the assessment of the service aspects, which are assessed above by the staff. High importance for customers also has a favorable price relationship to the quality of the offered dishes. It was found that both for customers and employees, the most important factors in the selection and satisfaction of the gastronomy services are the taste of the offered products, the time of order fulfillment and location. Based on the research of both clients and employees, attempts were made to clarify which factors affect the customers choice and satisfaction and staff in this type of gastronomy. The aim of the study was to compare the consumers’ choice and satisfaction factors with provided services and product quality on the example of a fast food restaurant chain. It was noted the relationship between perceived servicescape elements and the image of presented casual dining restaurant chain. In the following paper was presented the characteristics of restaurant chain servicescape made in basis of participant observation and the results of consumer research about the perception of the servicescape and the image of casual dining restaurant chain. Conscious use of marketing tools including servicescape management allows individual catering facility create a positive image. Now customers expect from service enterprises catering not only food and beverage with beneficial relation value for money but also additional components which can extend the service and bring it the unique value. Servicescape can be a tool allowing identification and distinction of a catering facility. Zauważono zależność pomiędzy postrzeganymi elementami otoczenia fizycznego usługi a wizerunkiem omawianej sieci gastronomicznej. Temat percepcji otoczenia fizycznego oraz wizerunku sieci restauracji casual dining. W poniższym opracowaniu zaprezentowano charakterystykę otoczenia fizycznego sieci restauracji wykonaną w oparciu o obserwację uczestniczącą oraz wyniki badań konsumenckich na Świadome wykorzystanie narzędzi marketingowych między innymi w zakresie zarządzania otoczeniem fizycznym usługi umożliwia wykreowanie pozytywnego wizerunku przedsiębiorstwa. Obecnie klienci oczekują od przedsiębiorstw świadczących usługi gastronomiczne nie tylko żywności o korzystnym stosunku ceny do jakości, ale również dodatkowych elementów rozszerzających usługę, które wprowadzą unikatową wartość. Otoczenie fizyczne usługi może stanowić narzędzie umożliwiające identyfikację i wyróżnienie lokalu gastronomicznego.
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