A Tool for Measuring Service Quality in Restaurants DINESERV: A Tool for Measuring Service Quality in Restaurants 조리외식경영학과 김수지

Contents Background DINSERV 1) Methodology 2) Results 3) Conclusion

The restaurateur who provides great service and value ┗satisfaction┛ Background SERVQUAL 1988 Parasuraman, Zeithaml & Berry 31 items, 5 dimensions Shopping mall LODGSERV 1990 Knutson & Stevens 26 items, 5 dimensions Lodging properties DINESERV 1995 Stevens, Knutson & Patton 29 items, 5 dimension Restaurant The restaurateur who provides great service and value ┗satisfaction┛ has a competitive advantage over those operators who do not.

Background The five dimensions of service quality Reliability Ability to perform the promised service dependably and accurately Assurance Knowledge and courtesy of employees and their ability to convey trust and confidence Responsiveness Willingness to help customers and provide prompt service Tangibles Physical facilities, equipment, and appearance of personnel Empathy Caring, individualized attention Expectations: 1) prediction of future events, an expectation of what WILL happen 2) normative expectation, an expectation of what SHOULD happen Measuring Service Quality should comprise statements about perceptions. Perceptions result from a combination of Expectations of both what will and what should happen The reality of the service encounter The expectation of what SHOULD happen↓ → The perception of what did happen↑ The expectation of what WOULD happen↑ → The perception of what did happen↑ ☞ Perception of service quality↑ → intention to return an to recommend↑

Dimension-to=dimension DINESERV_Methodology Methodology Survey - the instrument contained 40 statements of what should happen seven-point scale: (1) strongly disagree – (7) strongly agree Random sample from telephone directories, North-central U.S. Telephone interview Respondents - adults who had eaten out 6 or more times during the previous 6 months. 200: fine-dining, 198: casual-dining, 198: quick-service Reliability of the five dimensions of DINESERV Reliability (alpha) Item-to –dimension (range) Dimension-to=dimension (average) Dimension-to-total Assurance .9180 .5548-.8706 .7022 .9049 Empathy .9153 .4313-.7835 .5972 .8431 .9025 .6975.8124 .6057 .7641 Responsiveness .8883 .7317-.8460 .6608 .8238 Tangibles .8966 .3941-.8007 .6299 .8578 Overall .9528 - Factor analysis: 40 → 29 items, improved reliability alpha for DINESERV, reduced the interview time 19 tangibles, 5 reliability, 3 responsiveness, 6 assurance, 5 empathy We sum the means of the 5 dimensions and divide by 5 ( no given more weight than any other because of the low inter dimension correlations)

DINESERV_Results Service quality expectation index Skewness value -0.6 Kurtosis 0.12 Median 5.95 Standard deviation 0.67 The score(95%) 5.28 – 6.62 Dimension Mean Reliability 6.47 Tangible 5.99 Assurance 5.96 Responsiveness 5.82 Empathy 5.77 entire 6.0 Consumers of restaurants have high normative expectations of restaurants. The higher those expectations, the more difficult to fulfill. Tangibles is in second place for restaurant customers instead of the fourth place assigned by lodging customers.

DINESERV_Conclusion HOW? Relation of normative expectations(should), predictive expectations(will), actual service quality Expectations about what should happen↓ → customers’ perceptions of the actual service↑ Expectations about what will happen↑ → customers’ perceptions of the actual service↑ There are 3 ways to improve customers’ perceptions about service ★ improve the service ★ lower the expectations of what should happen ★ raise the expectations about what will happen WHAT? Cost: $10 to get a guest to come > $1 to get one to return Increasing of return customer 76%→81%, restaurant’s net profit will likely double. Word of Mouth: 44% of first comer went because of a recommendation and another 10% went with someone who had been there before. SO, Restauranteur should measure customer’s perception about service by DINESERV and establish strategies to increase customer’s satisfaction who can make positive word-of-mouth.

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