Abstract
The aim of this paper is to make a proposal for an easy–to–use approach to the evaluation of customer satisfaction in restaurants. In order to provide a reliable way to collect respondents’ real attitudes, an approach based on the use of smaller number of evaluation criteria and interactive questionnaire created in a spreadsheet file is proposed in this paper, whereby an easy-to-understand and simple-to-use procedure is proposed for determining weights of criteria. In addition to the said, the proposed approach applies the simplified SERVQUAL-based approach, for which reason a simplified version of the Weighted Sum Method based on the decision maker’s Preferred Levels of Performances is used for the final ranking of the alternatives. The usability of the proposed approach is considered in the case study intended for the evaluation of traditional restaurants in the city of Zajecar.
Highlights
The Serbian word “kafana” originates from the Turkish word “kahvehane”, which means “a place for drinking coffee”
The newly proposed PIPRECIA method, that is an extension of the Step-wise Weight Assessment Ratio Analysis (SWARA) method, is proposed for determining the weight of criteria in order to provide an effective and simple-to-use procedure for gathering the attitudes of the examined respondents that will be as realistic as possible
The gaps between the expected and the achieved satisfaction obtained based on a set of criteria are used to determine the overall performance of any of the considered alternatives, which is done by applying the Weighted Sum Preferred Levels of Performances (WS PLP) approach
Summary
The Serbian word “kafana” originates from the Turkish word “kahvehane”, which means “a place for drinking coffee”. Such places have emerged in the Balkan region under the influence of the Ottoman Empire in the 16th century. In some parts of Serbia, traditional Serbian restaurants somehow still resist unstoppable trends. The factors influencing the satisfaction of restaurants’ customers have been considered in many previous studies Based on these studies, an approach to the determining of the significance of the relevant factors that influence customer satisfaction is proposed.
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