An Important Performance Analysis (IPA) of Service Quality of Fine Dining Restaurant in Phitsanulok, Thailand
Keywords:
Important Performance Analysis, Service Quality, Fine-dining Restaurant, ThailandAbstract
Restaurant business is one of important businesses in the tourism industry. One type of restaurants that is becoming popular is the fine-dining restaurant that focuses on providing excellent service. To impress the customers to come back to use the service again is not easy; therefore, the concept of service quality is a good tool for fine-dining restaurants to be used and implemented to create good service standard. This research aims to study ways to increase service quality of fine-dining restaurants in Phitsanulok by using the Performance-Priority Analysis (IPA) as a tool to assess service quality. Purposive sampling was conducted by distributing surveys to 200 Thai customers of fine-dining restaurant in Phitsanulok from October 2019 to November 2019. The result of the research shown that consumers place the most importance on Assurance, followed by Empathy, Reliability which were in Quadrant 2, Responsiveness was in Quadrant 4, and Tangibility was in Quadrant 1.
References
Abdullah, D. et al. (2018). Food quality, service quality, price fairness and restaurant repatronage intention: the mediating role of customer satisfaction. International Journal of Academic Research in Business and Social Sciences, 8(17), 211–226.
Agyapong, A., Afi, J. D., & Kwateng, K. O. (2018). Examining the effect of perceived service quality of health care delivery in Ghana on behavioural intentions of patients: the mediating role of customer satisfaction. International Journal of Healthcare Management, 11(4), 276-288.
Ahrholdt, D. C., Gudergan, S. P., & Ringle, C. M. (2017). Enhancing service loyalty: The roles of delight, satisfaction, and service quality. Journal of Travel Research, 56(4), 436-450.
Akdere, M., Top, M., & Tekingündüz, S. (2020). Examining patient perceptions of service quality in Turkish hospitals: The SERVPERF model. Total quality management & business excellence, 31(3-4), 342-352.
Alhelalat, J. A., Ma’moun, A. H., & Twaissi, N. M. (2017). The impact of personal and functional aspects of restaurant employee service behaviour on customer satisfaction. International Journal of Hospitality Management, 66, 46-53.
Aliman, N. K., & Mohamad, W. N. (2016). Linking service quality, patients’ satisfaction and behavioral intentions: an investigation on private healthcare in Malaysia. Procedia-Social and Behavioral Sciences, 224(2016), 141-148.
Alzaydi, Z. M., Al-Hajla, A., Nguyen, B., & Jayawardhena, C. (2018). A review of service quality and service delivery. Business Process Management Journal, 24(1), 295-328.
Atiyah, L. (2016). Product’s quality and its impact on customer satisfaction: a field study in Diwaniyah dairy factory. In Proceeding of the 10th International Management Conference: challenges of modern management. November 3rd-4th. Bucharest, Romania (pp. 57-65).
Azar, O. H. (2009). Incentives and service quality in the restaurant industry: the tipping–service puzzle. Applied Economics, 41(15), 1917-1927.
Boley, B. B., McGehee, N. G., & Hammett, A. T. (2017). Importance-performance analysis (IPA) of sustainable tourism initiatives: The resident perspective. Tourism Management, 58, 66-77.
Brace, I. (2018). Questionnaire design: How to plan, structure and write survey material for effective market research. London: Kogan Page Publishers.
Byun, J., & Jang, S. (2019). Can signaling impact customer satisfaction and behavioral intentions in times of service failure?: evidence from open versus closed kitchen restaurants. Journal of Hospitality Marketing & Management, 28(7), 785-806.
Chen, C. C., Huang, W. J., & Petrick, J. F. (2016). Holiday recovery experiences, tourism satisfaction and life satisfaction–Is there a relationship?. Tourism Management, 53, 140-147.
Chen, M. M., Murphy, H. C., & Knecht, S. (2016). An importance performance analysis of smartphone applications for hotel chains. Journal of Hospitality and Tourism Management, 29, 69-79.
Cheng, C. C., Chen, C. T., Hsu, F. S., & Hu, H. Y. (2012). Enhancing service quality improvement strategies of fine-dining restaurants: New insights from integrating a two-phase decision-making model of IPGA and DEMATEL analysis. International Journal of Hospitality Management, 31(4), 1155-1166.
Dabestani, R., Shahin, A., Saljoughian, M., & Shirouyehzad, H. (2016). Importance-performance analysis of service quality dimensions for the customer groups segmented by DEA. International Journal of Quality & Reliability Management, 33(2), 160-177.
Ezeuduji, I. O., & Dlomo, N. C. (2020). Push and Pull Factors for Domestic Leisure Travel in Mtubatuba Local Municipality, South Africa. EuroEconomica, 39(2).
Farooq, M. S., Salam, M., Fayolle, A., Jaafar, N., & Ayupp, K. (2018). Impact of service quality on customer satisfaction in Malaysia airlines: A PLS-SEM approach. Journal of Air Transport Management, 67, 169-180.
Hanks, L., Line, N., & Kim, W. G. W. (2017). The impact of the social servicescape, density, and restaurant type on perceptions of interpersonal service quality. International Journal of Hospitality Management, 61, 35-44.
Harr, K. K. L. (2008). Service dimensions of service quality impacting customer satisfaction of fine dining restaurants in Singapore. M.Sc. Thesis, University of Nevada Las Vegas, USA.
Huang, F. H., Ye, Y. J., & Kao, C. H. (2015). Developing a novel Intuitionistic Fuzzy Importance–performance Analysis for evaluating corporate social responsibility in sport tourism event. Expert Systems with Applications, 42(19), 6530-6538.
Jalilvand, M. R., Salimipour, S., Elyasi, M., & Mohammadi, M. (2017). Factors influencing word of mouth behaviour in the restaurant industry. Marketing Intelligence & Planning, 35(1), 81-110.
Junio, M. M. V., Kim, J. H., & Lee, T. J. (2017). Competitiveness attributes of a medical tourism destination: The case of South Korea with importance-performance analysis. Journal of Travel & Tourism Marketing, 34(4), 444-460.
Kalldin, M. S., Alexandria, C., Duncan, M. S., & Jennifer, L. (2015). Using the involvement construct to understand the motivations of customers of casual dining restaurants in the USA. Hospitality Review, 31(4), 9.
Kanyana, A., Ngana, L., & Voonc, B. H. (2016). Improving the Service Operations of Fast-food Restaurants. Procedia-Social and Behavioral Sciences, 224, 190-198.
Kasiri, L. A., Cheng, K. T. G., Sambasivan, M., & Sidin, S. M. (2017). Integration of standardization and customization: Impact on service quality, customer satisfaction, and loyalty. Journal of Retailing and Consumer Services, 35, 91-97.
Lai, I. K. W., & Hitchcock, M. (2015). Importance–performance analysis in tourism: A framework for researchers. Tourism management, 48, 242-267.
Larsen, J. (2019). Ordinary tourism and extraordinary everyday life: Re-thinking tourism and cities. Tourism and everyday life in the city. London: Routledge.
Lau, T., Cheung, M. L., Pires, G. D., & Chan, C. (2019). Customer satisfaction with sommelier services of upscale Chinese restaurants in Hong Kong. International Journal of Wine Business Research, 31(4), 532-554.
Lee, L., Lee, M. J., & Dewald, B. (2016). Measuring the customers’ perception of tangible service quality in the restaurant industry: an emphasis on the upscale dining segment. Journal of Foodservice Business Research, 19(1), 21-38.
Ludwig, N. L., Heidenreich, S., Kraemer, T., & Gouthier, M. (2017). Customer delight: universal remedy or a double-edged sword?. Journal of Service Theory and Practice, 27(1), 23-46.
Ma, E., & Hsiao, A. (2020). The making of top fine-dining Chinese restaurants: Evidence from domestic and International customers in Australia. Journal of Foodservice Business Research, 23(2), 113-132.
Martilla, J. A., & James, J. C. (1977). Importance-performance analysis. Journal of marketing, 41(1), 77-79.
Mohajan, H. K. (2018). Qualitative research methodology in social sciences and related subjects. Journal of Economic Development, Environment and People, 7(1), 23-48.
Moshagen, M., & Erdfelder, E. (2016). A new strategy for testing structural equation models. Structural Equation Modeling. A Multidisciplinary Journal, 23(1), 54-60.
Murali, S., Pugazhendhi, S., & Muralidharan, C. (2016). Modelling and investigating the relationship of after sales service quality with customer satisfaction, retention and loyalty–a case study of home appliances business. Journal of retailing and consumer services, 30, 67-83.
Murali, S., Pugazhendhi, S., & Muralidharan, C. (2016). Integration of IPA and QFD to assess the service quality and to identify after sales service strategies to improve customer satisfaction–a case study. Production Planning & Control, 27(5), 394-407.
Mutanga, C. N., Vengesayi, S., Chikuta, O., Muboko, N., & Gandiwa, E. (2017). Travel motivation and tourist satisfaction with wildlife tourism experiences in Gonarezhou and Matusadona National Parks, Zimbabwe. Journal of outdoor recreation and tourism, 20, 1-18.
Namin, A. (2017). Revisiting customers' perception of service quality in fast food restaurants. Journal of Retailing and Consumer Services, 34, 70-81.
Ofori, K. S., Boakye, K., & Narteh, B. (2018). Factors influencing consumer loyalty towards 3G mobile data service providers: evidence from Ghana. Total Quality Management & Business Excellence, 29(5-6), 580-598.
Palese, B., & Usai, A. (2018). The relative importance of service quality dimensions in E-commerce experiences. International Journal of Information Management, 40, 132-140.
Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1985). A conceptual model of service quality and its implications for future research. Journal of marketing, 49(4), 41-50.
Patiar, A., Ma, E., Kensbock, S., & Cox, R. (2017). Hospitality management students’ expectation and perception of a virtual field trip web site: An Australian case study using importance–Performance analysis. Journal of Hospitality & Tourism Education, 29(1), 1-12.
Rovinelli, R. J. & Hambleton, R. K. (1977). On the use of content specialists in the assessment of criterion-referenced test item validity. Dutch Journal of Education Research, 2, 49 – 60.
Rozekhi, N. A., Hussin, S., Siddiqe, A. S. K. A. R., Rashid, P. D. A., & Salmi, N. S. (2016). The influence of food quality on customer satisfaction in fine dining restaurant: Case in Penang. International Academic Research Journal of Business and Technology, 2(2), 45-50.
Sayeras, J. M., Agell, N., Rovira, X., Sánchez, M., & Dawson, J. A. (2016). A measure of perceived performance to assess resource allocation. Soft computing, 20(8), 3201-3214.
Sever, I. (2015). Importance-performance analysis: A valid management tool?. Tourism management, 48, 43-53.
Shahzadi, M., Malik, S. A., Ahmad, M., & Shabbir, A. (2018). Perceptions of fine dining restaurants in Pakistan. International Journal of Quality & Reliability Management, 35(3), 635-655.
Shia, B. C., Chen, M., & Ramdansyah, A. D. (2016). Measuring customer satisfaction toward localization website by WebQual and importance performance analysis (case study on AliexPress Site in Indonesia). American Journal of Industrial and Business Management, 6(2), 117-128.
Siajunboriboon, S., Ngoenmak, T., Tanpowpong, P., Sarawit, M., & Treepongkaruna, S. (2019). Validity and Reliability of the Thai Version of Rome IV Diagnostic Questionnaires for Pediatric Gastrointestinal Disorders. Journal of The Medical Association of Thailand, 102(12), 1.
Sinkovics, R. R., Richter, N. F., Ringle, C. M., & Schlaegel, C. (2016). A critical look at the use of SEM in international business research. International Marketing Review, 33(3), 376-404.
Su, D. N., Johnson, L., & O’Mahony, B. (2020). Analysis of push and pull factors in food travel motivation. Current Issues in Tourism, 23(5), 572-586.
Swank, J. M., & Mullen, P. R. (2017). Evaluating evidence for conceptually related constructs using bivariate correlations. Measurement and Evaluation in Counseling and Development, 50(4), 270-274.
Tinakhat, P. (2015). Guidelines for Developing Hotel Management in Phitsanulok to Compete in Changing ASEAN. Procedia economics and finance, 23, 682-690.
Ursachi, G., Horodnic, I. A., & Zait, A. (2015). How reliable are measurement scales? External factors with indirect influence on reliability estimators. Procedia Economics and Finance, 20(15), 679-686.
Uysal, M., & Hagan, L. A. R. (1993). Motivation of pleasure travel and tourism. Encyclopedia of hospitality and tourism, 21(1), 798-810.
Vaske, J. J., Beaman, J., & Sponarski, C. C. (2017). Rethinking internal consistency in Cronbach's Alpha. Leisure Sciences, 39(2), 163-173.
Vyas, C. (2019). Evaluating state tourism websites using Search Engine Optimization tools. Tourism Management, 73, 64-70.
White, M. C. (2017). Pro: Pure service delivery is still needed in global surgery missions. Canadian Journal of Anesthesia, 64(4), 347-352.
Zeithaml, V. A., Bitner, M. J., & Gremler, D. D. (2018). Services marketing: Integrating customer focus across the firm. McGraw-Hill Education.
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2022 Business Review Journal
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
บทความที่ได้รับการตีพิมพ์เป็นลิขสิทธิ์ของวารสารธุรกิจปริทัศน์
ข้อความที่ปรากฏในบทความแต่ละเรื่องในวารสารวิชาการเล่มนี้เป็นความคิดเห็นส่วนตัวของผู้เขียนแต่ละท่านไม่เกี่ยวข้องกับมหาวิทยาลัยหัวเฉียวเฉลิมพระเกียรติ และคณาจารย์ท่านอื่น ๆ ในมหาวิทยาลัยฯ แต่อย่างใด ความรับผิดชอบองค์ประกอบทั้งหมดของบทความแต่ละเรื่องเป็นของผู้เขียนแต่ละท่าน หากมีความผิดพลาดใดๆ ผู้เขียนแต่ละท่านจะรับผิดชอบบทความของตนเองแต่ผู้เดียว
