Customer value in restaurants in Port Elizabeth: what customers experience and what managers perceive
Delivering value for customers has become a central theme in restaurants. The paper examines customer value from two perspectives, i.e. that of restaurant management and that of the customer. The questionnaires were based on the DINESERV model (developed by Stevens, Knutson & Patton, 19...
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| Format: | Article |
| Language: | English |
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AfricaJournals
2015-01-01
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| Series: | African Journal of Hospitality, Tourism and Leisure |
| Subjects: | |
| Online Access: |
http://www.ajhtl.com/uploads/7/1/6/3/7163688/article13_vol4(2)july-nov_2015.pdf
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| _version_ | 1818909497534447616 |
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| author | Osward Mhlanga |
| author_facet | Osward Mhlanga |
| author_sort | Osward Mhlanga |
| collection | DOAJ |
| description | Delivering value for customers has become a central theme in restaurants. The paper examines
customer value from two perspectives, i.e. that of restaurant management and that of the customer.
The questionnaires were based on the DINESERV model (developed by Stevens, Knutson & Patton,
1995). A total 207 managers and 400 customers responded to the survey. A descriptive quantitative
study design was followed and a systematic sampling method was used to select respondents. The
empirical results show that on a 5 point Likert scale, the overall mean score for customer experiences
was 4.10 whilst the overall mean score for managers' perceptions was 4.20 giving an overall
DINESERV gap of -0.10. Overall, customers' experiences of customer value fell below managers'
perceptions of customer value. These results suggest there is a need to align management and
customer perspectives to optimize customer value as delivered and experienced. Specifically,
restaurants should improve the food and beverage knowledge of frontline staff, particularly waiters. |
| first_indexed | 2024-12-19T22:27:51Z |
| format | Article |
| id | doaj.art-34b05d8267a9471db1d86715993d7bf7 |
| institution | Directory Open Access Journal |
| issn | 2223-814X |
| language | English |
| last_indexed | 2024-12-19T22:27:51Z |
| publishDate | 2015-01-01 |
| publisher | AfricaJournals |
| record_format | Article |
| series | African Journal of Hospitality, Tourism and Leisure |
| spelling | doaj.art-34b05d8267a9471db1d86715993d7bf72022-12-21T20:03:26ZengAfricaJournalsAfrican Journal of Hospitality, Tourism and Leisure2223-814X2015-01-0142article_13_vol_4_2_2015Customer value in restaurants in Port Elizabeth: what customers experience and what managers perceiveOsward Mhlanga0 Walter Sisulu University Delivering value for customers has become a central theme in restaurants. The paper examines customer value from two perspectives, i.e. that of restaurant management and that of the customer. The questionnaires were based on the DINESERV model (developed by Stevens, Knutson & Patton, 1995). A total 207 managers and 400 customers responded to the survey. A descriptive quantitative study design was followed and a systematic sampling method was used to select respondents. The empirical results show that on a 5 point Likert scale, the overall mean score for customer experiences was 4.10 whilst the overall mean score for managers' perceptions was 4.20 giving an overall DINESERV gap of -0.10. Overall, customers' experiences of customer value fell below managers' perceptions of customer value. These results suggest there is a need to align management and customer perspectives to optimize customer value as delivered and experienced. Specifically, restaurants should improve the food and beverage knowledge of frontline staff, particularly waiters. http://www.ajhtl.com/uploads/7/1/6/3/7163688/article13_vol4(2)july-nov_2015.pdf DINESERV Food and beverage Customer value Quantitative study |
| spellingShingle | Osward Mhlanga Customer value in restaurants in Port Elizabeth: what customers experience and what managers perceive African Journal of Hospitality, Tourism and Leisure DINESERV Food and beverage Customer value Quantitative study |
| title | Customer value in restaurants in Port Elizabeth: what customers experience and what managers perceive |
| title_full | Customer value in restaurants in Port Elizabeth: what customers experience and what managers perceive |
| title_fullStr | Customer value in restaurants in Port Elizabeth: what customers experience and what managers perceive |
| title_full_unstemmed | Customer value in restaurants in Port Elizabeth: what customers experience and what managers perceive |
| title_short | Customer value in restaurants in Port Elizabeth: what customers experience and what managers perceive |
| title_sort | customer value in restaurants in port elizabeth what customers experience and what managers perceive |
| topic | DINESERV Food and beverage Customer value Quantitative study |
| url |
http://www.ajhtl.com/uploads/7/1/6/3/7163688/article13_vol4(2)july-nov_2015.pdf
|
| work_keys_str_mv | AT oswardmhlanga customervalueinrestaurantsinportelizabethwhatcustomersexperienceandwhatmanagersperceive |