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Current Issue's Features (Volume 14 Number 1, April - September 2014)

Exploration of service quality factors in restaurant industry: A study of .........

The purpose of this paper is to explore the underlying key dimensions of service quality in restaurants. Service quality items pertaining to the restaurants are extracted from extensive review of literature including the consideration of unique factors from Indian cultural orientation. The study was conducted in New Delhi and its adjoining cities wherein the restaurant customers were surveyed using a structured questionnaire. Factor analysis was used to bring out the underlying dimensions of service quality. The dimensions extracted are cultural orientation, aesthetics, ambient settings, empathy, privacy and entertainment, first impression, reliability and responsiveness. The Indian market is contextually different in contrast to various other countries where such research studies have been widely carried out. Hence, this study provides departure from previous studies and presents greater insight into the service quality factors as perceived by the consumers in India. This will help the restaurant managers to ponder on the factors, which are more pertinent for the Indian markets. Importantly, this study attempts to test the variables pertaining to cultural orientation from the Indian context as dimensions of the restaurant service quality and hence attempts to create a more suitable scale for the Indian market.

Consumer comment behavior and the calendar effect: A longitudinal study ..........

Consumer comments are considered essential tools to enhance any product or service. Unfortunately, the effect of day of the week and time of the day on consumer comment behavior is one of the least understood areas in spite of plethora of scientific evidence. Current study investigates the role of day and time of the week on consumers’ comment behavior. Results from a year-long study of 31 restaurants indicated that day of the week and time of the day have a significant effect on consumers’ comments. Majority of comments were focused on service attributes followed by food, ambiance and price. The week days between Thursdays through Sundays have experienced most of the comments followed by the period of Sunday through Tuesday. Surprisingly, in contrast to the commonly held belief, lunch periods had the highest number of comments followed by dinner and breakfast periods. Comments are significantly more positive when an employee’s name is included in customers’ comments compared to the situation where no employee name is included.

Assessing quality of food, service and customer experience at a restaurant: The ............

In the restaurant business, satisfied customers will return and provide positive word of mouth to peers. Studies have shown that restaurants that generate repeat patronage have six significant attributes in common, namely food quality, service quality, consistency of food and service, menu variety, cost/price-value relationship, atmosphere/ambience, and hygiene/cleanliness. University-level hospitality management programs regard the Student-Run Restaurant (SRR) as an essential part of the curriculum. Despite many such restaurants housed in universities in the USA and across the world, little information is available about how these restaurants assess quality and promote usage and loyalty. This study addresses this subject by identifying the perceptions of the patrons of a SRR, segmenting the customer base, and ascertaining the quality of drivers of repeat and referral patronage. A total of 503 guests were surveyed at a university SRR in the southwestern region of the USA. Overall, patrons were satisfied with the food quality, service quality, value for money, and convenience of location. However, satisfaction levels were lower for convenience of payment methods and portion size. Significant differences were found between males and females, as well as between younger and mature patrons. Significant differences also existed between the perceptions of heavy–users and light-users. These findings suggest the SRR serves distinct segments, which emphasizes a need to focus on customized strategies for customer retention. More information about patrons and the quality of restaurant attributes that drive their choices will assist hospitality faculty in SRRs and restaurateurs to competitively position their restaurants for success in the marketplace.

Editorial Advisory Board

"JSR has an International editorial board and has representation from the academia both from Indian and foreign universities. The editorial advisory board is still being expanded."                           

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