Abstract
Abstract The present paper studies managers’ perception of factors that influence customer satisfaction in the restaurant industry and their attitudes towards conducting a research on customer needs. In particular, we studied the managers’ perception of the importance of restaurant experience elements of customer satisfaction. The research involved 50 restaurant managers in Serbia. Through descriptive and ANOVA analysis, we differentiated two main profiles of restaurant managers in terms of age and professional education. Also, we found through LSD Post hoc test statistically significant difference among managers in regards to customers’ needs data collection. Restaurant managers need to obtain education in the hospitality industry and to pay more attention to customer needs in order to provide quality service.
Highlights
Ivkov et al./Economic Themes, 52 (3): 369-378Customer satisfaction is probably one of the most interesting and important topics in scientific papers related to management, customer expectations and service quality
The results reveal three important facts: (1) restaurant managers are mainly younger than 40 years (70%), (2) 44% of all managers have only a high school education, (3) 60% of all managers do not have professional education in hospitality
Conducted research allowed us to identify a profile of the managers and to determine whether there is a significant difference in their attitude towards market research
Summary
Customer satisfaction is probably one of the most interesting and important topics in scientific papers related to management, customer expectations and service quality. It certainly represents every company’s main purpose and goal. As markets almost constantly shrink, restaurants are trying to boost customer satisfaction and keep their current customers. The claim that getting new customers costs five to eight times more than holding on to current ones, might be another reason why restaurants rarely invest in such marketing strategies. Researchers have found that the total cost of bringing a new customer to a comparable level of profitability to that of the lost customer is approximately sixteen times greater (Lindgreen et al, 2000)
Sign-in/Register to view highlights & summary Sign-in/Register to access full text options 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
