Service quality, customer satisfaction and loyalty in Dutch restaurants


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Research towards service quality, customer satisfaction and loyalty in the hospitality industry

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Service quality, customer satisfaction and loyalty in Dutch restaurants

  1. 1. ‘How to keep customers satisfied and loyal in Dutch restaurants’<br />Practical Information for Restaurant owners and manager<br />
  2. 2. Customer Knowledge<br />Despite all the knowledge on customer satisfaction and sophisticated measurement programs no one knows exactly how to establish satisfied and loyal customers (Reichheld and Sasser, 1990)<br />
  3. 3. Service profit Chain<br />
  4. 4. Service Provider Gaps<br />
  5. 5. Return Business<br />The heavy use of satisfaction measures within the service industry is foremost driven by the assumption that satisfied customers will return doing business (Jones and Sasser, 1995). <br />
  6. 6. The RESTSERV Model<br />
  7. 7. Important Service Quality Items<br />
  8. 8. Low prized restaurants <br />The most important Service quality aspects in low prized restaurants (according to the visitors)<br />
  9. 9. Medium prized restaurants<br />The most important Service quality aspects in Medium prized restaurants (according to the visitors)<br />
  10. 10. High prized restaurants<br /><ul><li>The most important Service quality aspects in High prized restaurants (according to the visitors)</li></li></ul><li>Relationships: Low-Medium-High<br />
  11. 11. Lessons learned<br />First of all, owners and managers should not put too much emphasis on good satisfaction scores.<br />In addition to measuring dining satisfaction, owners and managers should also measure customer return patronage.<br />Owners and managers should also concentrate on measuring service quality within their restaurant.<br />In measuring dining service quality, measures should be made specific to the two service quality groups, technical and functional quality.<br />Owners and managers need to understand the specific resources, skills, and processes which are needed to outperform technical and functional service quality.<br />At some point in time, it would be better to develop one aspect of service quality more than the other.<br />
  12. 12. Service improvements leading to loyalty<br />The first task of a restaurant owners and or a manager is to understand what kind of service they provide, and how the price setting is in accordance with its competitors.<br />Next the owners and or the manager must establish the basic requisites of customer satisfaction.<br />When the restaurant has overall satisfied customers the emphasis needs to switch to promoting loyalty.<br />From now on the owner and or the manager should use the strength of the satisfied and or loyal customer as a basis for recruiting new customers. <br />Owners and or managers could also begin to develop new services to sell these newly product and service to their loyal customers, for financial performance only.<br />
  13. 13. Used Questionnaire<br />
  14. 14. Output Service quality on Satisfaction<br />