Service Quality Assessment of Restaurants in Darwin, NT, Australia

By Mohsin, Asad | Journal of Hospitality and Tourism Management, January 2003 | Go to article overview

Service Quality Assessment of Restaurants in Darwin, NT, Australia


Mohsin, Asad, Journal of Hospitality and Tourism Management


Today's restaurant-goers are more concerned about having a high quality experience of dining. They expect atmosphere and entertainment and prefer restaurants with a personality rather than those perceived as offering a commodity. This study discusses the significance of service quality and customer satisfaction and undertakes a service quality assessment of restaurants in Darwin in the Northern Territory (NT) of Australia as perceived by their customers. The study analyses and discusses the responses of 160 participants about their expectations and reasons of eating out in Darwin. First, the customer's perception is established about the important features of a meal experience and then they are compared to their actual meal experience. Various styles for restaurants were categorised for the study and included: restaurants within large hotels, licensed restaurants in Darwin City, licensed restaurants in Cullen Bay, and Al fresco style restaurants. The paper also attempts to provide determine if expectations of restaurant-goers in a small city are met appropriately. The findings are expected to help the participating operators of restaurants by providing them an assessment of service quality as perceived by their customers. Nearly all participating restaurants have commented that this is the first time they have been involved in such a study. The findings will also facilitate an extensive further study with greater restaurant participation.

Significance of Service Quality and Customer Satisfaction

The emergence of the service sector, combined with traditional marketing approaches espoused by writers such as Kotler, led, in the 1970s, to the development and description of a services marketing process. Fisk, Brown and Bitner (1993) identify three stages in this literature. Prior to 1980 the debate was dominated by the question as to what extent was services marketing different from that associated with the marketing of Fast Moving Consumer Goods (FMCG) which had hitherto attracted most attention due to the post-War growth in consumer spending, branding and supermarket sales that characterised that period. It is from this literature that the often-quoted characteristics of services as being heterogeneous, intangible and requiring the presence of the seller emerge, and it is not coincidental that the early works on the marketing of tourism stem from this tradition (e.g., Middleton, 1988). In the second stage, between 1980 to 1985, attention begins to turn to questions of service encounters and service quality. Oliver's (1981) work is an early example and it is during this period that the gap between customer expectation and perception appears as an important concept in measurements of client satisfaction and service quality. It is perhaps notable that Parasuraman, Zeithaml and Berry's first statement of SERVQUAL occurred in 1985. By 1994, Parasuraman et al. (1994a, 1994b, 1994c) were making similar arguments to Oliver with reference to service quality, while in 1995 Mansfield applied Rodman's (1963) concept of "value stretch" to the tourist behaviours of London Jewry. The third stage since 1985 has seen an increasingly rigorous and academic debate about the nature of consumer satisfaction and service quality, and has merged the issue of services marketing into service quality theory.

Thus, in 1994 Parasuraman et al. wrote:

   ... SERVQUAL's structure was modified ... to
   capture not only the discrepancy between perceived
   service and desired service--labeled as
   measure of service superiority (or MSS)--but
   also the discrepancy between perceived and adequate
   service--labeled as measure of adequacy
   (or MSA) (1994b, p. 6)

In consequence they recommended that SERVQUAL should be administered in a three-column format with each of the columns being headed for each of the items "My Minimum Service Level is ..." "My Desired Service Level is ..." and "My Perception of Service Performance is . …

The rest of this article is only available to active members of Questia

Already a member? Log in now.

Notes for this article

Add a new note
If you are trying to select text to create highlights or citations, remember that you must now click or tap on the first word, and then click or tap on the last word.
One moment ...
Default project is now your active project.
Project items

Items saved from this article

This article has been saved
Highlights (0)
Some of your highlights are legacy items.

Highlights saved before July 30, 2012 will not be displayed on their respective source pages.

You can easily re-create the highlights by opening the book page or article, selecting the text, and clicking “Highlight.”

Citations (0)
Some of your citations are legacy items.

Any citation created before July 30, 2012 will labeled as a “Cited page.” New citations will be saved as cited passages, pages or articles.

We also added the ability to view new citations from your projects or the book or article where you created them.

Notes (0)
Bookmarks (0)

You have no saved items from this article

Project items include:
  • Saved book/article
  • Highlights
  • Quotes/citations
  • Notes
  • Bookmarks
Notes
Cite this article

Cited article

Style
Citations are available only to our active members.
Buy instant access to cite pages or passages in MLA, APA and Chicago citation styles.

(Einhorn, 1992, p. 25)

(Einhorn 25)

1. Lois J. Einhorn, Abraham Lincoln, the Orator: Penetrating the Lincoln Legend (Westport, CT: Greenwood Press, 1992), 25, http://www.questia.com/read/27419298.

Cited article

Service Quality Assessment of Restaurants in Darwin, NT, Australia
Settings

Settings

Typeface
Text size Smaller Larger Reset View mode
Search within

Search within this article

Look up

Look up a word

  • Dictionary
  • Thesaurus
Please submit a word or phrase above.
Print this page

Print this page

Why can't I print more than one page at a time?

Help
Full screen

matching results for page

    Questia reader help

    How to highlight and cite specific passages

    1. Click or tap the first word you want to select.
    2. Click or tap the last word you want to select, and you’ll see everything in between get selected.
    3. You’ll then get a menu of options like creating a highlight or a citation from that passage of text.

    OK, got it!

    Cited passage

    Style
    Citations are available only to our active members.
    Buy instant access to cite pages or passages in MLA, APA and Chicago citation styles.

    "Portraying himself as an honest, ordinary person helped Lincoln identify with his audiences." (Einhorn, 1992, p. 25).

    "Portraying himself as an honest, ordinary person helped Lincoln identify with his audiences." (Einhorn 25)

    "Portraying himself as an honest, ordinary person helped Lincoln identify with his audiences."1

    1. Lois J. Einhorn, Abraham Lincoln, the Orator: Penetrating the Lincoln Legend (Westport, CT: Greenwood Press, 1992), 25, http://www.questia.com/read/27419298.

    Cited passage

    Thanks for trying Questia!

    Please continue trying out our research tools, but please note, full functionality is available only to our active members.

    Your work will be lost once you leave this Web page.

    Buy instant access to save your work.

    Already a member? Log in now.

    Author Advanced search

    Oops!

    An unknown error has occurred. Please click the button below to reload the page. If the problem persists, please try again in a little while.