A restaurant quality model based on marketing factors

Abstract

Previous studies have highlighted the importance of several quality factors in guests’ assessment of restaurant quality. As there is no general consensus on which marketing quality factors really matter in assessing the quality of the dining experience in the previous literature, this paper describes and tests the development of a marketing-oriented Restaurant Quality Model (RQM 7P). In addition, this study tests whether guests’ perceive overall restaurant quality offerings as coherent. Special attention was devoted to a marketing perspective (7P). Following the discussion of the conceptualization and operationalization of the restaurant quality construct, the procedures used in constructing and refi ning a multiple-item scale to measure restaurant quality are described. Evidence of the scale’s reliability, factor structure and validity on the basis of analysing data is presented next. A sample of 1,998 valid questionnaires obtained by domestic guests in different restaurant facilities in Slovenia is analysed. Results show that guests perceive restaurant quality according to three marketing quality dimensions – (1) people, (2) placement, and (3) product (food) and physical evidences, while other marketing factors are not statistically signifi cant in determining restaurant quality. In addition, the results indicate that guests perceive restaurant quality offerings as highly incoherent. From a theoretical point of view, this study contributes by developing a restaurant quality model based on marketing factors. In addition, it is the fi rst study to test the perception of all seven marketing dimensions in the restaurant industry, and it provides insights regarding how guests perceive restaurant offering coherency. This research has thrown up many questions in need of further investigation. Future research should include a cross-national study involving different segments of guests in different types of food and beverage facilities.