Research Possibilities in Private Club Management

Abstract

This research project proposes a process that studies the service quality trade-offs that restaurant managers worldwide are willing to make in order to maximize their customers' satisfaction level. The project uses traditional conjoint techniques to determine which service attributes managers are willing to trade so that customer satisfaction is maximized.     

Service Quality Measurement and Triadic Interaction

Abstract

The authors recognise the importance of the service quality encounter and the critical roles played by three direct stakeholders: customers, front-line staff and operational managers, in the assessment of restaurant service quality. The paper therefore argues the merits of adopting a triadic perspective on restaurant service quality assessment and presents the details of a comparative analysis of stakeholder perceptions of service quality performance that was undertaken in three full-service restaurants in Manchester, U.K. The results showed that service providers tended to overrate the quality of service in full-service restaurants, if customer perceptions are used as the standard of comparison. Managers' ratings showed the least convergence with those of customers whilst there was a high degree of convergence between the perceptions of front-line service providers and customers on many of the dimensions. With the exception of the tangible dimension, there were statistically significant differences in service quality performance between the perceptions of stakeholders. Overall, the results have highlighted areas of particular concern and priority which require more in-depth research with qualitative methods; they therefore support the adoption of a triadic perspective in the assessment of restaurant service quality performance.     

Ecotourists' Perception of Ecotourism Experience in Lower Kinabatangan,Sabah, Malaysia

This paper presents the empirical findings of an exploratory qualitative study which looks at ecotourists' perceptions of ecotourism experiences in Sabah, Malaysia in order to identify the expressive dimensions that describe the quality of their experience. In-depth interviews were conducted with European ecotourists who stayed at two ecolodges in Sukau. Positive and negative experiences were identified from an analysis of the expressive dimensions of their service experience. The findings show that the ecotourists' experience is multidimensional. Respondents place particular emphasis on the ecotourism activities in which they physically engage at the sites and the natural environment in which they are located; their interaction with the site service staff; socialisation with other ecotourists, and the information acquired during the visit. The six expressive dimensions describing the positive experience are consistent with previous research. The study explores understanding of ecotourists' experience in the ecotourism environment – an under-researched area. The paper points out that the evaluation of quality of experience appears to involve both attributes – functional elements that are provided by the service suppliers and affective/emotional elements that are brought about by the ecotourists themselves.     

Inter-Satisfaction between Website and Automated Call Distribution (ACD) Systems

Websites and an Automated Call Distribution (ACD) system in a call center are both considered important customer relationship technologies. Integrating concepts from information systems quality and trust transference theory, this paper introduces the concept of inter-satisfaction: the extent to which customer satisfaction with a website leads to satisfaction with an ACD and vice versa. It is hypothesized that dissatisfaction with either the website or the ACD influences potential brand-switching behaviors. A model, largely drawing upon concepts of user satisfaction as developed in information system research, is presented. The model is then tested using data from passengers using Low Cost Carriers (LCCs) in South Korea, specifically 366 passengers at the Jeju International Airport, who experienced both their airlines’ website and call center. A structural equation modeling analysis demonstrates that satisfaction with the website transfers to satisfaction with the ACD system, but not vice versa, and that only dissatisfaction with the website creates a brand-switching intention.     

The Application of the Guttman Scaling Procedure in the Measurement of Consumer Behaviour: A Marketing Myopia

Abstract

This aim of this paper is to introduce Guttman Scaling procedure for the assessment of consumer behaviour. It is suggested as a useful methodology particularly when the unidimensionality of the scale is of concern. An empirical case study, designed from the service quality literature, was presented in order to demonstrate a possible application. Further implications and the efficiency of this scaling method is also discussed.     

How Cultural Differences Cause Dimensions of Tourism Satisfaction

Abstract

This paper develops a conceptual model of the relationship between different cultural values and how they influence consumer satisfaction in the tourism industry. It is hypothesized that cultural differences manifest themselves in different levels of importance being placed upon different aspects of service, and the differences between the levels of importance and the actual service received cause differences in the levels of satisfaction. These hypotheses are tested using 269 independent samples of levels of importance and 411 independent samples of satisfaction of tourists from four cultural groups (Australian, USA/Canadian, Japanese, Mandarin speakers) who visited Melbourne, Australia in the period May-September, 1996. The analysis develops dimensions of importance and satisfaction separately for each cultural grouping, and uses structural equation modeling (Amos 3.6) to develop the causal model measuring the way in which importance of service dimensions cause dimensions of satisfaction. Conclusions from the analysis show little evidence of a causal relationship between importance of service quality attributes and satisfaction. However, significant differences are found between cultures for different levels of satisfaction resulting indirectly from differences in the importance and actual levels of service received.

The implications for cultural differences affecting tourism satisfaction are discussed.     

Service Recovery Efforts in Fast Food Restaurants to Enhance Repeat Patronage

Abstract

The purpose of this study is to: (a) identify service failure incidents; (b) identify service recovery efforts; and (c) determine the effects of resolution levels repeat patronage. Employee service behavior and monetary rewards were found to have a significant effect on resolution levels. The manager should provide guiding principles to improve service quality. Furthermore, mentoring and empowerment may improve employee service performance. Complete resolution leads to repeat patronage. The study found significant relationships between demographic characteristics with service failures and service recovery efforts. Lastly, there were significant relationships between the critical service failures and service recovery efforts and types of fast food restaurants.     

The Role of Training in Achieving TQM in Restaurants

Abstract

TQM, and its application to the hospitality and tourism industries, has begun to receive more attention in the literature. However, few articles focus exclusively upon TQM in the restaurant industry and fewer still have examined the relationship between TQM and employee training. This article examines this relationship through interviews with managers with two prominent restaurant chains in Canada.     

The Importance of Cultural Distance in the Perception of Evaluation of Service Quality

ABSTRACT

The paper deals with determinants in the cross-cultural setting of service encounters in tourism. The first part of the paper describes the theoretically expected influence of culture (cultural values) on the perception of expected and received service qualities. Based on a review of the literature cultural values are hypothesized to intervene in the formation of expectations and the perception of received service quality (satisfaction) across specific service quality related choice and/or decision and evaluation processes. Cases in point are particular dimensions of service quality encountered in tourism destinations, events and accommodation settings. The second part of the paper explores the usefulness and also the limitations of alternate cultural constructs found in the literature and used in the analysis of tourist's service quality judgements. Finally in part three the cultural distance is suggested as a useful potential proxy for the influence of cultural values in tourism applications and is discussed alongside other cultural constructs traditionally employed in tourism analyses.     

Service Problems,Service Crises and Service Disasters

ABSTRACT

This paper discusses the need for tourism service organisations to implement effective ways of responding to their clients when a problem occurs in the delivery of a service. Failure to recognise or respond appropriately to a problem when it occurs can cause a crisis which requires more organisational resources and skills to overcome, and if this is not achieved the original problem may result in desertion of the company by its clients, or adverse publicity impacting severely on the company's success. The paper presents a short illustrative case study. The paper suggests that organisations may learn from analysing service problems how to adopt adaptive strategies to minimse the negative consequences of future service failures. It indicates the need for further studies to improve the responsive of organisations to service problems.